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Factors affecting environmental citizenship behaviour: An empirical investigation in Malaysian paddy industry

Kean Boon Chua (International Business School, Universiti Teknologi Malaysia, Skudai, Malaysia)
Farzana Quoquab (International Business School, Universiti Teknologi Malaysia, Skudai, Malaysia)
Jihad Mohammad (Department of Management and Marketing, College of Business and Economics, Qatar University, Doha, Qatar)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 29 July 2019

Issue publication date: 6 January 2020

Abstract

Purpose

The purpose of this paper is to examine the factors that affect paddy farmers’ environmental citizenship behaviour (ECB) in the context of agrochemical purchase. To achieve this objective, a theoretical framework has been developed based on value-belief-norm (VBN) theory.

Design/methodology/approach

Data were obtained from 251 farmers using a survey method. Partial lease square structural equation modelling (PLS-SEM) was used to examine the hypothetical model.

Findings

The results of PLS analysis confirm the direct and mediating effect of the causal sequences of the variables in the VBN model.

Originality/value

Given the limited number of studies in a non-western context, this study examines and confirms the applicability of the VBN theory in predicting ECB in a Malaysian context.

Keywords

Citation

Chua, K.B., Quoquab, F. and Mohammad, J. (2020), "Factors affecting environmental citizenship behaviour: An empirical investigation in Malaysian paddy industry", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 1, pp. 86-104. https://doi.org/10.1108/APJML-05-2018-0177

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited