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