The Impact of Coffee Growers’ Green Production Behavior in Yunnan Province on Sustainable Agriculture Development Goals: a Conceptual Paper

Abstract

Objectives: This study investigates Green Production Behavior (GPB) among coffee growers, emphasizing its critical role in advancing sustainable agricultural development. The research explores the alignment of GPB with key United Nations Sustainable Development Goals (SDGs), including SDG 2 (Zero Hunger), SDG 12 (Responsible Consumption and Production), and SDG 13 (Climate Action). By promoting eco-friendly technologies, optimizing resource use, and implementing effective environmental strategies, GPB bridges agricultural productivity and global sustainability goals.   Theoretical Framework: Drawing on the Knowledge-Attitude-Behavior (KAP/B) model, the Value-Attitude-Behavior (VAB) theory, and the Theory of Planned Behavior (TPB), this study constructs a comprehensive framework to analyze the factors influencing GPB. The framework systematically examines the interplay of environmental values, knowledge, attitudes, subjective norms, perceived behavioral control, place attachment, green behavior intentions, and organizational support in shaping coffee growers' sustainable practices.   Method: This research adopts a conceptual approach, integrating insights from behavioral theories to develop a multidimensional analysis of the drivers and enablers of pro-environmental behaviors in coffee farming. It highlights both individual-level determinants and broader contextual factors that collectively foster the adoption of green production practices. The study provides practical and policy-oriented insights essential for advancing the SDGs.   Results and Discussion: The findings underscore that increasing environmental awareness, fostering place attachment, and strengthening perceived behavioral control through targeted interventions significantly promote adopting green production behaviors. The results highlight the importance of coordinated efforts—spanning education, community engagement, and policy support—in translating environmental intentions into sustainable agricultural practices.   Originality/Value: This study contributes to the academic discourse on sustainable agriculture by integrating multiple behavioral theories into a unified conceptual framework. It provides actionable insights for policymakers and practitioners to promote GPB among coffee growers, offering evidence-based recommendations to achieve dual objectives: environmental conservation and agricultural efficiency. The findings contribute to the broader realization of key SDGs, enriching both theoretical and practical knowledge in the field of sustainable agriculture.