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This study aims to investigate the impact of theory of planned behavior (namely, attitude, subjective norm and perceived behavioral control) on recycling intention, as well as the relationship between recycling intention and behavior in one of the top five universities in Malaysia. In addition, the mediation effect of recycling intention on the relationships is investigated.

A total of 180 responses were collected using online survey that distributed via Google Form. SmartPLS was used for data analysis via outer and inner model assessment. The assessments include construct reliability, validity and hypotheses testing.

The findings indicated that attitude, subjective norm and perceived behavioral control have a positive and significant relationship with students’ recycling intention. Besides, students’ recycling intention is positively related to actual recycling behavior. Additionally, this study also discovered that recycling intention mediates the relationship between attitude and recycling behavior, between subjective norm and recycling behavior, as well as between perceived behavioral control and recycling behavior.

The result of the study may serve as a guide for universities or higher education institutions to design effective recycling campaigns to promote the campus sustainability.

Universities are in a crucial position to make a huge impact when they recycle. In Malaysia, there is still a lack of high concern of universities toward green and sustainability concept. This paper fulfils the gap to study how recycling behavior can be enabled.

Business Ethics, Corporate Social Responsibility.

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

This case demonstrates the dilemma of a team of students who initiated a CSR project under the supervision of their Business Ethics, Responsibility, and Sustainability (BERS) course lecturer Dr Qanitah at Azman Hashim International Business School, UTM. The team faced challenge in getting sufficient sponsorship from the outside parties involved. In order to create awareness about CSR issues among general public, the team came up with a project plan and named it as You Only Live Once (YOLO). Two weeks before the YOLO project, one of the main sponsors withdrawn the agreement to sponsor the event. Lack of sufficient funding could contribute to the failure of the YOLO project. Dr Qanitah and the team were in a dilemma to sort out this issue.

By utilizing this case, the students will be able to:

• understand the need for undertaking CSR initiatives;

• expose to the obstacles faced by organizer with regard to the sudden withdrawal of sponsorships; and

• understand the importance of building awareness about CSR among general public.

understand the need for undertaking CSR initiatives;

expose to the obstacles faced by organizer with regard to the sudden withdrawal of sponsorships; and

understand the importance of building awareness about CSR among general public.