Factors affecting environmental citizenship behaviour: An empirical investigation in Malaysian paddy industry
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
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited