This study explored the consumer behavior of intention to purchase green products based on a decision-making model that integrates cognitive attributes, affective attributes, and behavioral intentions in Belt and Road countries. The questionnaires were collected from customers who previously purchased green products; this study distributed the questionnaires at the appliance section of the department stores and collected 227 valid responses. Environmental attitude, product attitude, social influence, and perceived monetary value positively affected purchase intention; among these attributes, product attitude most substantially affected purchase intention. Cognitive values (collective and individual) significantly and positively affected environmental and product attitudes. Regarding individual environmental literacy, objective knowledge did not significantly affect environmental attitude, whereas subjective knowledge positively and significantly affected product attitude. In addition, both environmental awareness and government role (extrinsic motivating attributes) significantly and positively affected environmental and product attitudes for sustainable consumption. Media exposure also exerted a significant positive effect on environmental attitude for reducing, reusing and recycling emissions.

Food packaging is costly to consumers and generates a huge volume of packaging waste, especially in Indonesia. Prior studies have neglected to construct a causal sustainable consumption intention model in food industry and link to the consumer willingness to pay under preference uncertainties. To address the gaps, this study explores consumer attributes to build a causal sustainable consumption intention model and takes the model to address the consumer willingness to pay under preference uncertainties. This study proposes a causal model that integrates five aspects of sustainable consumption intention model: (1) sustainable consumption knowledge, attitudes, and behaviors; (2) government policy and regulation on sustainable consumption; (3) recycled packaging eco-labeling certification; (4) supply chain innovation and infrastructure; and (5) sustainable product purchasing features. This study uses the fuzzy Delphi method to confirm the reliability and validate the criteria and applies cause and effect model to address the causal model. In addition, this study collects 428 valid responses to address the willingness to pay for causal sustainable consumption intention model and a cognitive best-worst choice experiment to confirm the model in the food industry. The result reveals that recycled packaging eco-labeling certification is the major aspect for enhancing the model, followed by government policy and regulation and supply chain innovation and infrastructure. In practice, consumers incur inconvenience in purchasing sustainable food products but prefer recycled packaging material at a standardized price.

Purpose: At present, relevant studies on circular supply chains are gradually increasing. However, the majority only focus on precautions or obstacles in the implementation of supply chains, rather than delving deeper into the decarbonization of processes within circular supply chains. Therefore, this study took the rubber recycling industry as an example, highlighting the decarbonization of the manufacturing process for remanufactured products in this industry. Subsequently, a feasible framework for future practice was established, serving as a valuable reference for companies in the industry. Design/methodology/approach: This study first selected key factors from the initial aspects and criteria using the fuzzy Delphi method (FDM), followed by ranking the importance of the selected aspects and criteria using fuzzy decision-making trail and evaluating laboratory (FDEMATEL). Findings: This study has confirmed which directions the manufacturing processes of remanufactured products need to move toward so as to achieve the goal of decarbonization when implementing circular supply chains. The main aspects include environmental, social and economic benefits as well as value recovery. In addition, the main directions for implementing circular supply chains in the industry are cooperating with different supply chain partners, having effective reverse logistics systems, collaborating with multiple companies, optimizing technology and developing the industrial symbiosis network. Research limitations/implications: Research results vary due to industry differences. Although the results of this study can be used for reference in other high-pollution industries, they are unable to be perfectly in line with their current states. Therefore, more in-depth research is needed in the aspect of decarbonization for other industries. Originality/value: The rubber recycling industry chosen by this study is different from general industries since its raw materials consist predominantly of waste. Therefore, it is an imperative trend to perform decarbonization in circular supply chains. This study establishes a novel framework to provide industry players and their stakeholders with clearer and more targeted implementation objectives for reference.