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This chapter explores how traditional femininity as a form of emphasized femininity influences single mothers’ decisions to be involved in romantic relationships. It explores how women negotiate the boundaries of emphasized femininity in making their choices related to involvement in romantic relationships.

The data for this study were collected by conducting in-depth interviews with 30 Malaysian Tamil women. They were selected using a purposive sampling method. The main criterion of selection was that participants were Malaysian Indian single mothers identifying Tamil as their mother tongue. Latent and manifest content analyses were used to scrutinize the interviews.

Single mothers identified their responsibilities qua mothers as the most important part of their life. Many have remained single because they were concerned about the well-being of their children. Other than that, many single mothers chose not to be involved in a romantic relationship because it may be stigmatized by their family or community. Involvement in a romantic relationship is seen as a transgression from the notion of traditional femininity, which is a form of emphasized femininity in Tamil society. Motherhood and karpu (chastity) are seen as central to the traditional notion of femininity in Tamil society.

This study contributes to the understanding of how emphasized femininity in a minority group in Malaysia influences single mothers’ decisions about romantic relationships. Furthermore, there are very few studies in Malaysia focusing on the experiences of single mothers from minority ethnic communities.

Marketing Management, Consumer Behavior.

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

This case illustrates the challenges related to creating awareness toward green environment in Malaysia. It revolves around the issues pertaining food losses and waste along the supply chain from farms to table. Food losses and waste are of the important manifestations of the inefficiencies that plague our food systems. Statistics by the Food and Agriculture Organization (FAO) reported that around 1.3 billion tons of food is lost and wasted every year in the world. In Malaysia, the estimated food loss is around 400,000 tons in 2015 and is increasing every year. The amount of food loss could feed around 370,000 people in a year. It is recognized that household and individual behaviors have a great impact on the environment. The individual and household behavior contributed to ecological imbalance. Personal consumption and behavior create large-scale problems such as climate change, pollution, biodiversity loss, and natural resources depletion. Green behavior relates to activities that minimizes harm to the environment. These include minimizing energy use, utilizing efficient technologies, and reducing food waste and food loss. There is increasing policy interest on managing green behavior to ensure sustainable living and environment in Malaysia. Ministry of Agriculture and Agro-based Industry (MOA) aims to embark a Green Initiative that focuses on the management of food loss and food waste. The Minister has directed The Malaysian Agricultural Research and Development Institute (MARDI) to lead the project. The Director General of MARDI requested Dr Ain Hanim, the director of Corporate Communication Centre to come out with a proposal. This proposal will be discussed at the management meeting at the middle of March, so that the Director General could present it at the Ministry’s management meeting. Taking account the whole picture, Dr Ain Hanim is now contemplating whether to propose a strategic planning that focuses on either (1) to run nationwide awareness campaign on food loss and waste (FLW), (2) to conduct impactful studies on current Malaysian Save Food (MYSaveFood) awareness campaign, or (3) to implement new policies on reducing FLW, food rescue, and food safety. Different strategy requires different amount of budget and also creates different level of impacts. She is in dilemma on which options should be the best for Malaysia.

The objective of this case is as follows:

• to introduce students about the MySaveFood awareness programs in order to develop their understanding about the need for saving foods;

• to expose students to the green concepts such as food loss and food waste; and

• to train students on identifying factors and strategies that can lead to find a solution in regard to implement green activities.

to introduce students about the MySaveFood awareness programs in order to develop their understanding about the need for saving foods;

to expose students to the green concepts such as food loss and food waste; and

to train students on identifying factors and strategies that can lead to find a solution in regard to implement green activities.

The growth of tourism development in Malang makes some regions optimize their tourism potential, leading to economic growth in Indonesia. Malang regency has several tourism villages with the concept of sustainable tourism. Using leverage analysis from the multidimensional scaling approach (MDS), we find two sensitive attributes. An analytical hierarchy process (AHP) test was conducted, resulting in the best strategy for each tourism village: developing strawberry-picking tour for Pujon Kidul and new tourism packages related to water attraction for Sanankerto and developing Bromo volcano tourism package for Gubugklakah. These strategies are believed to increase the development of tourist villages without compromising their sustainability.