The impact of urbanization on the sustainability of tea industry in Sichuan Province

Abstract

With the acceleration of urbanization, the tea industry in Sichuan faces a series of challenges and opportunities. This study aims to assess the impact of urbanization on the sustainability of the tea industry in Sichuan, with a particular focus on how changes in market demand, resource utilization, ecological environmental protection, and sociocultural factors affect the tea industry. The study adopts a mixed-methods approach, combining both quantitative and qualitative analysis. Using theories of planned behavior, urbanization, and sustainable development, the study explores the role of urbanization in driving the economic, cultural, and ecological development of the tea industry. In the research process, binary logistic regression and multiple regression models are used to empirically analyze the key factors influencing consumers’ purchase intentions, exploring the impact of personal characteristics,

behavioral attitudes, subjective norms, and perceived behavioral control. Through semi- structured interviews with 12 industry experts and scenario-based discussions, the study

finds that the changes in consumer demand and ecological pressures driven by urbanization are crucial factors affecting the sustainable development of Sichuan’s tea industry. The study also suggests that green production technologies and brand development are key factors in the transformation of the industry, while policy support and infrastructure development are essential for the sustainability of the tea industry. The study proposes practical solutions for the green development of Sichuan’s tea industry, providing actionable guidance for policymakers and industry managers to promote the long-term sustainable development of the tea industry in Sichuan.