A Comparative Study of Consumer Attitudes and Value for SDGs in Taiwan and China

This study aims to investigate the differences in Taiwanese and Chinese consumer attitudes and values toward products with SDG indicators. SDG indicators have been shared with a significant impact on future product design and corporate image globally, and products with them have gradually gained consumer attitudes. However, many companies have yet to realize the importance of products with SDG indicators for their marketing strategy for gaining the blue ocean and competitiveness. Sustainable development is an important issue, and SDG indicators are established for it. Based on the theory of consumer value, we examined the predictive effects of five dimensions of consumer value (functional value, social value, emotional value, novelty value, and situational value) and consumer attitudes toward the products. The Kano model was used, and a questionnaire survey was conducted for consumers in Taiwan and China in this study. A descriptive analysis was conducted to identify the important factors for consumer attitudes and values. Regression analysis was conducted to determine the significant indicators for overall performance. The result provided references for manufacturers to develop products with SDG indicators to enhance the marketability and business potential of the products. The difference in consumer attitudes and values toward the products in Taiwan and China was also explored to understand the consumer’s recognition of sustainable development and its relation to products in different cultures. Important implications were found for companies to design products with SDG indicators and related marketing strategies.