Prelims

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GREEN BEHAVIOR AND CORPORATE SOCIAL RESPONSIBILITY IN ASIA

Title Page

GREEN BEHAVIOR AND CORPORATE SOCIAL RESPONSIBILITY IN ASIA

EDITED BY

FARZANA QUOQUAB

Universiti Teknologi Malaysia, Malaysia

JIHAD MOHAMMAD

Universiti Teknologi Malaysia, Malaysia

United Kingdom – North America – Japan – India – Malaysia – China

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Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2019

Copyright © 2019 Emerald Publishing Limited

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British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-78756-684-2 (Print)

ISBN: 978-1-78756-683-5 (Online)

ISBN: 978-1-78756-685-9 (Epub)

List of Figures

List of Tables

List of Exhibits

About the Editors

Jihad Mohammad is a Senior Lecturer at Azman Hashim International Business School, UTM, Malaysia. He has received his DBA degree from Universiti Kebangsaan Malaysia. He has presented papers at various international and national conferences and published cases as well as articles in peer-reviewed international journals. He has versatile career exposure. He has conducted workshops for postgraduate students regarding research methodology and PLS-SEM. His area of research interest includes organizational citizenship behavior, psychological ownership, psychological capital, leadership, innovation, and Islamic work ethics.

Farzana Quoquab is an Associate Professor at Azman Hashim International Business School, UTM. She has received her doctorate degree from Universiti Kebangsaan Malaysia. Being an active researcher, she has published articles in peer-reviewed international journals such as Asian Case Research Journal, Emerald Emerging Markets Case Studies, Asia Pacific Journal of Marketing and Logistics, Personnel Review, International Journal of Economics and Management, Cross Cultural Management: An International Journal, International Journal of Business Governance and Ethics, Asian Academy of Management Journal, and Journal of Islamic Marketing. She is one of the Editorial Board Members of Emerald Emerging Markets Case Studies, Case Studies in Business and Management, and Journal of Economic and Administrative Science. She is the recipient of several awards such as the “Excellent Service Awards,” “Faculty Award for Research,” “Highly Commended Award,” and so on. Her current research interest includes consumer behavior, services marketing, sustainability and green marketing, macro marketing, and work ethics and values.

About the Contributors

Nuray Akar (Dr) is an Assistant Professor at the Department of Management Information Systems, Akdeniz University. Her research interests include organizational behavior, human resource management, mobbing, psychological contract, silence phenomenon in organizational life, and qualitative research.

Rohaida Basiruddin (Dr) is an Associate Professor at Azman Hashim International Business School, Universiti Teknologi Malaysia. Her area of expertise is accounting and finance. Recently, she also works in the area of CSR and ethics. She has authored and co-authored more than 40 articles and research papers in reputable journals, conference proceedings, book chapters, and teaching cases.

Shathees A/L Baskaran (Dr) obtained his DBA from Universiti Utara Malaysia. He is a Faculty Member at Azman Hashim International Business School, Universiti Teknologi Malaysia. He is an experienced strategic management professional who has worked with some of the world’s most respected and recognizable brands for more than 15 years. His educational background in Economics, Business Administration and Entrepreneurship, and vast experiences from corporate environment has given him a broad base from which to approach many topics.

Nupur Chopra is an Assistant Professor at Department of Fashion Technology, National Institute of Fashion Technology, Gandhinagar. She has obtained her bachelor’s degree in Textile Technology and her master’s degree in Fashion Technology from National Institute of Fashion Technology, New Delhi. She teaches Apparel Marketing and Merchandizing, Logistics and Supply Chain Management, Quality Management, and Sustainable Production in Fashion Technology courses. Her current research interests include sustainability in textile and garment sector, with a specific focus on mechanical recycling and circular economy.

Ayşen Coşkun (Dr) is an Assistant Professor in Marketing at the Faculty of Applied Sciences, Akdeniz University, Turkey. She received her PhD from Selçuk University, Turkey in 2015. Her main research interests include pro-environmental behavior, message framing, and green marketing. She has published in Australasian Marketing Journal, EMAJ: Emerging Markets Journal and Procedia-Social and Behavioral Sciences.

Rozhan Abu Dardak (Dr) is a Senior Principal Research Officer at MARDI. He holds a bachelor’s degree in Resource Economic from Universiti Putra Malaysia, MBA from the Birmingham Business School, England, and DBA from Universiti Kebangsaan Malaysia. He has vast experiences in undertaking research on marketing agriculture produce, innovation management, and technology transfer.

Homa Khorasani Esmaeili (Dr) received her doctorate degree in 2017 in the field of Business management from Universiti Teknologi Malaysia, master’s degree from Pune, India, and bachelor’s degree from Kerman, Iran. Currently, she is working as a Lecturer at Islamic Azad University of Kerman and Sirjan and had been working in Islamic Azad University of Bam and Rafsanjan. She has presented papers at various international conferences and published articles in peer-reviewed international journals such as Business Innovation and Research, Innovation in Business and Strategy, Symposium on Sustainable Development and Management, Advances in Social Science, Economics & Human Behavior – Institute of Research Engineers and Doctors, Interdisciplinary Journal of Contemporary Research in Business, World Applied Sciences, and European Journal of Business and Management.

Siti Fatimahwati Pehin Dato Hj Musa (Dr) has been an Economics Lecturer at Universiti Brunei Darussalam School of Business Economics since 2008. She has a PhD in Agricultural Economics and Rural Development from Newcastle University, United Kingdom, 2016. Her research interest revolves around the issue of youth unemployment, youth aspirations, food security, and natural resource economics.

P. W. S. Fernando is a Lecturer at the Department of Geography, University of Ruhuna, Matara, Sri Lanka. She is currently pursuing her postgraduate studies.

G. P. T. S. Hemakumara (Dr) is a Senior Lecturer at the Department of Geography, University of Ruhuna, Matara, Sri Lanka. He received his Doctor of Philosophy degree from Universiti Sains Malaysia (USM) in 2015. He has presented papers at various national and international conferences and published articles in peer-reviewed national and international journals. Dr Hemakumara is also a Chartered Town Planner at the Institute of Town Planners, Sri Lanka (ITPSL), and is currently involved in environment-related projects in Sri Lanka.

Piyadasa Hewage (Dr) is a Professor and currently Head, Department of Geography, University of Ruhuna, Matara, Sri Lanka. He received his Doctor of Philosophy degree from the University of Ruhuna, Sri Lanka. He has presented research papers at various national and international conferences and published articles in peer-reviewed national and international journals. He has contributed to several awareness programs on green concept at various forums.

Maizaitulaidawati Binti Md Husin (Dr) is a Senior Lecturer at Azman Hashim International Business School, UTM. She has received her doctorate degree in Shariah Economics from Universiti Malaya. She has published in Journal of Islamic Marketing, Journal of Islamic Accounting and Business Research, International Business Management, and Jurnal Teknologi, among others. Her main research interests lie in Islamic banking and finance, Takaful, Islamic economics, Islamic marketing, and consumer behavior.

Aniadila Kamaruddin is the Deputy Director for MYSaveFood Program. She has over a decade experience in event management, strategy communication, and public relation. She holds BSc (Hons) Biology (Botany) from University Science of Malaysia, which is obtained in 2002, and master’s degree in International Communication fro, University of Central Lancashire, United Kingdom, which she obtained in 2015. She was appointed as Deputy Director for Corporate Communication and International Program for MARDI from 2011 until 2013. Later, she was assigned to International Networking Program where she started to strategize communication plan for MYSaveFood project upon its inception on March 2016. Later, she was offered to join MAHA Secretariat to co-lead promotion and networking together with the Head of PR Department from Ministry of Agriculture. She developed MAHA 2016’s communication strategy and practice, as well as marketing, media relations, social media, and branding. After the event, she again served for the International Networking Program to elevate MYSaveFood to a new level before being appointed as Deputy Director for MYSaveFood Program since October 2017.

Suzilawati Bt. Kamarudin (Dr) is currently a Senior Lecturer at Azman Hashim International Business School, Universiti Teknologi Malaysia. She obtained her Bachelor of Business Administration (Finance) at Texas A&M University in USA. In 2013, after completing her PhD from the Universiti Teknologi Malaysia, she was appointed as Head of Department in 2015 and as Executive Development Program Manager from 2016 until present. Her research interest includes strategic management and entrepreneurship. She has published book chapters, case studies on SMEs in Malaysia, and research papers in ISI-indexed journals. Currently, she is the Head of the Entrepreneurship beyond Boundaries Program (EBB) under the flagship of Yayasan Muhibbah Tan Sri Fng Ah Seng (Malaysian philanthropist who has contributed RM200k for the program).

Haliyana Khalid (Dr) obtained her PhD in Computing, specializing in Human Computer Interaction from Lancaster University, UK. Her study has focused on UX in digital media. Currently, she is a senior lecturer at the Azman Hashim International Business School, UTM Kuala Lumpur. She teaches Information Systems Management, E-commerce, and Digital Marketing. Her research interests are in user experience in social media, big data, and consumer behavior

Noor Ullah Khan (Dr) is an Assistant Professor at the Department of Human Resource Management NUST Business School (NBS), National University of Sciences and Technology (NUST). He is teaching Human Resource Management subject based on Harvard Business Review (HBR) cases. He has obtained his PhD from Universiti Teknologi Malaysia (UTM). His doctoral dissertation title was “Antecedents of Sustainable Performance among IS014001-Certified Malaysian Manufacturing Firms.” The major focus of his thesis was on green HRM practices. Hence, this case is one of the outcomes. He is well-equipped with both quantitative and qualitative research methods. He has published research articles in ISI and Scopus indexed journals.

Nik Rozana Nik Mohd Masdek is a Senior Research Officer at the Economics and Social Science Research Centre, Malaysian Agricultural Research and Development Institute (MARDI). She obtained her bachelor’s degree in Business Administration from the University of Malaya. She later received her master’s degree majoring in Marketing from Universiti Putra Malaysia. Her current research interest includes agribusiness, agricultural marketing, and international trade issues.

Cordelia Mason (Dr) is the Director of WE4ASIA and Corporate Planning at Universiti Kuala Lumpur. A corporate planner, educator, researcher, and writer rolled in one, she is currently a Visiting Research Fellow at the Asian Institute of Finance, an Associate Fellow of Malaysian Institute of Management, a member of the Board of Examiners for the Asian Institute of Chartered Bankers, and a Research Technical Advisor for the Credit Counselling and Debt Management Agency, Malaysia. She has written three textbooks for Malaysian school systems, modules, book chapters, case studies, quality manuals, lyrics, curriculum manuals for business and management programs, revisions books, storyboards, research reports, and journal articles. As a self-professed informal knowledge broker, she is constantly trying to discover new ways of learning.

Mohd Izwan Redzuan Morni is graduating with a Bachelor of Arts Degree in Environmental Studies from the Universiti of Brunei Darussalam in August 2018.

Renne Pramila Punadi is a PhD Candidate at Azman Hashim International Business School, Universiti Teknologi Malaysia. She obtained her bachelor’s (Hons) degree in Information Technology from University of Greenwich, UK, and master’s in Tekno Entrepreneurship from Universiti Teknologi Malaysia, Kuala Lumpur. Her research interests include social entrepreneur, social enterprises, and corporate social responsibility.

Amran Md. Rasli (Dr) is a Professor at the Faculty of Management, Universiti Teknologi Malaysia. He has written 184 articles, four textbooks, seven book chapters, two novels, and 65 conference proceeding papers and was invited to deliver the keynote address at 16 international conferences as well as a speaker for 44 workshops and training programs. Professor Amran served as a Visiting Professor at University College of Engineering and Technology, Pahang; Indian Institute of Risk Management, Hyderabad, India; Hebei University, China; and Kaunas Technological University, Lithuania. He is currently the Vice Chancellor of Sumait University, Zanzibar, and an Adjunct Professor at Asia E-University.

Haji Kamarul Ridzuan Hj Ismail is a Master’s Student at Universiti Brunei Darussalam.

Adriana Mohd. Rizal (Dr) is a Senior Lecturer at Azman Hashim International Business School, Universiti Teknologi Malaysia, Skudai (UTM AHIBS). She obtained her Bachelor of Business Administration from University of Wisconsin Milwaukee, USA, her Executive Master of Business Administration from Universiti Teknologi MARA, and her Doctor of Business Administration from UKM-GSB, Universiti Kebangsaan Malaysia. Her research interests include strategic entrepreneurship, social entrepreneurship, SMEs development, creation and development of new venture, and entrepreneurship education.

Dk Siti Rozaidah Pg Hj Idris current research interests are leadership, national culture, and public sector management. Other areas of interest are in human resource development policies and employability. She graduated with her PhD in Management Learning and Leadership from the Lancaster University Management School (LUMS) in United Kingdom in 2016, her Masters in Human Resource Development & Consulting from LUMS in 2007 and her Bachelor’s Degree in Accounting and Financial Management from University of Sheffield in 2006. She joined the UBD School of Business and Economics as a Lecturer in 2008. She welcomes research collaboration in the areas of leadership and cross-cultural management.

Musli Sahimi is a Doctoral Student at Graduate School of Business, Universiti Kebangsaan Malaysia. He completed his undergraduate study at Marquette University, USA. He earned his master’s degree from Open University in 2012. His research focus is in the areas of entrepreneurship and management.

Harleen Sahni (Dr) works as Assistant Professor in Department of Fashion Management Studies, National Institute of Fashion Technology, Gandhinagar. She teaches Consumer Behavior, Organizational Behavior, Supply Chain Management, Structured System Analysis and Design, and Human Resource Management. She completed her PhD from AIMA-Aligarh Muslim University, and her research area was customer experience in apparel buying. She has authored a substantial number of research papers and cases published in journals and case book. She has also presented her research work in various national and international conferences.

Zarina Binti Sanayan @ Abdul Salam (Dr) completed her first degree in Accounting at University Technology MARA and started her career as a Senior Executive in Bank Negara Malaysia. She pursued her MBA education in University Kebangsaan Malaysia and PhD in Cardiff University and is now a Senior Lecturer at Azman Hashim International Business School, University Technology Malaysia. Her research interests include financial reporting quality, corporate governance and disclosure, auditing, corporate issues, and performance.

Bashammakh Saleh Omar is a MBA student at AHIBS International Business School, Universiti Teknologi Malaysia.

G. R. A. Sampath is an Assistant Manager who is in charge of Environmental Sustainability in the corporate office of Hirdaramani International Exports (Pvt) Ltd. Earlier, he served as the Assistant Manager at Hirdaramani Mihila CKT Pvt Limited, Agalawatta, Matugama. He obtained a bachelor’s degree in Environmental Science and Natural Resources Management from Sabaragamuwa University of Sri Lanka and a master’s degree in Environmental Management from the University of Colombo, Sri Lanka. He has also presented papers at national symposiums.

Roselina Ahmad Saufi (Dr) is currently a professor at the Universiti Malaysia Kelantan (UMK). Her expertise is in Human Resource Development, Organisational Behaviour and Business Entrepreneurship. She has served as a Group Managing Director in a public university in Malaysia for 7 years. Most of her research focus on human resource development and organisational studies. She has produced many Ph.D and Master students and published articles at both national and international journals. Roselina has often been invited as key note speakers in human capital development at international level in various countries including Indonesia, China, India, Singapore, and Maldives. She facilitates and advises many corporate and government agencies in strategic planning, employee profiling and organisational performance.

Ainu Husna M. S. Suhaimi (Dr) is the Deputy Director for International Networking Program, Corporate Communication and Quality Centre, MARDI since 2013. She obtained her bachelor’s degree in Microbiology from University of Arizona, USA, and MSc in Molecular Biology from Universiti Putra Malaysia. She then started working in MARDI as a Research Officer in Livestock Research Centre in 2000, and in 2006, she went to pursue her PhD in Animal Biotechnology. Upon becoming the Deputy Director, she led the MYSaveFood Project which is part of FAO’s SaveFood Program.

Muhammad Syazwan Gadong is graduating with a Bachelor of Arts Degree in Environmental Studies from the Universiti of Brunei Darussalam in August 2018.

Ak Mohd Fakhrul Syafiq Pg Wahab is a Student at the Universiti of Brunei Darussalam.

Zehra Waheed (Dr) is an Assistant Professor at the Suleman Dawood School of Business at the Lahore University of Management Sciences in Pakistan. Her teaching interests lie in project management, public sector procurement, and responsible business. Zehra’s research focuses on the interplay between facilities, their end-users, and the impact of both in the wider environment. Her current research focuses on urban waste management systems in Pakistan, pro-environmental behaviors, safe water provision in urban Pakistan, and public sector project management practice. She continues to engage with the industry at various forums and develops new teaching cases in the aforementioned areas. Zehra is an empiricist and primarily undertakes qualitative research.

Siti Zaleha Abdul Rasid (Dr) is an Associate Professor at Azman Hashim International Business School, Universiti Teknologi Malaysia since July 2010. Her research was on management accounting systems in financial institution. She is actively involved in research activities and has led seven research projects. To date, Dr Siti Zaleha has authored and co-authored more than 70 articles and research papers in journals, conference proceedings, and technical reports.

Nor Aiza Mohd Zamil (Dr) has received her PhD from Cardiff Business School, Cardiff University, UK. She is the Coauthor of several academic papers and presented papers at international and national conferences. Her main research interest includes Islamic banking and finance, Islamic accounting, banking efficiency, and Shari’ah governance in Islamic financial institutions. She supervises master’s and PhD students for their thesis. She is a Member of Malaysian Institute of Management.

Foreword

This edited book is an enthusiastic celebration of 16 cases related to green marketing, ecotourism, green human resource practices, green organization, corporate social responsibilities (CSR), social entrepreneurs, and philanthropy. This captivating book introduces its readers with different Asian countries’ green and CSR-related issues in real-life settings. On top of that, there are innumerable vignettes that interweave the concepts and practices in a very appealing way.

The book, entitled, Green Behavior and Corporate Social Responsibility in Asia, demonstrates clearly the impact we can have on our own destiny through adopting green, sustainability, and CSR approaches. This book is destined to play a major role in exciting, motivating, and educating students and practitioners from around the globe who will be leaders of the next generation.

Although the emphasis of this book is to enhance classroom learning, it will also serve as the delight for readers who are interested to know more about green, sustainability, and CSR issues based on an Asian perspective. There is a growing need for reading and understanding the challenges faced by managers from the perspective of a developing country. Compared to the developed countries, the documentation of such cases is very few. In this regard, this book serves the purpose.

While exposing readers to such important, relevant, and current issues, the book conveys the material clearly through both practical examples and managerial decision-making dilemmas. Also, the problems and prospects of embracing green, sustainability, CSR, and philanthropy concepts are also highlighted.

I am confident that many readers will enjoy reading this book and gain a boarder perspective of green, sustainability, and CSR-related issues.

Nur Naha Abu Mansor, PhD

Professor and Dean

Azman Hashim International Business School

UnviersitiTeknologi Malaysia

August 20, 2018

Preface

The concern over sustainability of the human race is a global phenomenon. Overconsumption of natural resources, air and water pollution, and aggressive expansion of industries has made individuals worried about the quality of life and well-being of future generations. Not only this, the depleting rate of natural resources signals that mankind needs to behave differently. Instead of following the need gratification motive, present-day consumers are embracing the concept like “less is more” and are motivated by “reuse, reduce, and recycle,” as well as concepts such as “go green”. Moreover, the concern over others’ welfare greatly influenced the act, for example, corporate social responsibility. It is reflected in every aspect of the human behavior be it in the organization or in daily consumption activity. However, the change is not moving in the same direction in different parts of the world which calls for more discussion on the issue. For many cultures, discussion on environmentally significant behavior and sustainable consumption is comparatively new which certainly requires further investigation in a different context and a different cultural setting.

The strategic approach of marketers, managers, as well as policymakers needs to be changed based on the recent changes in the global economy and as a response to the outcry for environmental welfare. There are numerous studies that are conducted in the perspective of a developed country, whereas little attention has been paid to the developing country aspect, which this book attempts to address. Considering this, this book, Green Behavior and Corporate Social Responsibility in Asia, showcases 16 cases that outline different aspects of green behavior and corporate social responsibility of seven Asian countries – Malaysia, Brunei, Turkey, Pakistan, India, Sri Lanka, and Iran. This edited book attempts to broaden the perspective of latest trend on “environmentalism” and “social welfare” such as “green organizations,” “green human resources management practices,” “ecotourism,” “MySaveFood,” “recycling–reuse,” “waste management practice,” “green space,” “green building,” “no-plastic campaign,” “green certification” “care for animals,” and “corporate social responsibility.” This book is divided into two sections as follows:

• green aspects including green behavior, green organization, green HR, ecotourism, and waste management and

• corporate social responsibility and philanthropy.

This book is unique in two major aspects: (1) it focuses on environment as well as corporate social responsibility and (2) it provides insight from an Asian-country perspective. This book is relevant to Marketing, Organization Behavior, Human Resource Management, and Corporate Social Responsibilities disciplines and can serve as a guide for academicians, practitioners, and policymakers.

Not only this, Green Behavior and Corporate Social Responsibility in Asia will provide a broader aspect to think “out of the box.” Furthermore, the topics that are covered in this book highlight the latest issues, which are care for the environment and corporate social responsibility. The audience of this book will gain benefit by gaining insight from different Asian cultures.

Acknowledgment

First and foremost, all praises be to the Creator Almighty, the most merciful, the most benevolent, for His guidance and blessings for giving us the inspiration and opportunity to embark on this project and to make this dream a reality.

We believe the traditional consumption activities no longer follow a linear path. It is now shaped by global changes and baked by different kinds of wants and demands which deserve researchers’ attention to discuss more to understand its micro- as well as macro-level impacts. Driven by this thought, we attempted to explore the issue more and came up with the idea of this edited book concerning green behavior and corporate social responsibility from an Asian perspective. Many people have contributed to the creation and completion of this book.

We would especially like to thank all chapter contributors who have diligently addressed reviewers’ feedback and amended the chapters several times. We also express our humble gratitude to the companies that have provided their invaluable information to write cases about their company issues. We are indebted to those who provided us their support and feedback to improve the quality of this book.

It has been a great pleasure to work with the Emerald Publishing team. Thank you very much for your continuous support and cooperation. Special appreciation goes to our family members for their unconditional love and support to allow us to devote ourselves to the completion of this case book.

Finally, we hope that our readers will find this book interesting, relevant, and insightful.

Farzana Quoquab

Universiti Teknologi Malaysia, Malaysia

Jihad Mohammad

Universiti Teknologi Malaysia, Malaysia