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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.

Entrepreneurship, Strategic Marketing, Innovation, New Product Development (NPD).

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

This case illustrates the challenges related to designing and launching an innovative product in the market. It revolves around the issues pertaining to smart organic fertilizer's (SOF) pre- and post-launch experiences. Haji Sani Kimi, a Senior Research Officer of the Strategic Research Centre at MARDI, had developed a zeolite-based organic fertilizer which he believed to be the first of its kind in Malaysia. He had taken five years to complete his research in developing SOF. Seeing its potential benefits for the land and farmers, the then Director General of MARDI asked Sani to speed up the process of technology transfer to be the first to launch the product in the market. In 2005, MARDI established a five-year agreement with Hicotech Sendirian Berhad to license its intellectual property rights (IPR). Adnan, a successful automobile business entrepreneur, ventured into the organic fertilizer business, as this product was in high demand and extensively used by paddy farmers in Malaysia and was subsidized by the government. However, Hicotech failed to get government contract to supply organic fertilizer under the government subsidy program. As such, it had to compete in the open market which was dominated by already-established Chinese entrepreneurs. At the beginning, SOF was doing well in the market, but, during 2007, Hicotech experienced great financial loss due to its mismanagement of collecting payment from its customers. Hicotech tried to work in partnership with ABH Mega Sendirian Berhad to overcome its financial difficulties. However, due to some disagreements, the collaboration was terminated within a short period of time. From 2005 to the end of 2009, Hicotech was not able to pay any royalties to MARDI and the license of Hicotech was to expire in February 2010. Haji Sani was trying to get a solution to revive SOF in the market. Moreover, he was confused whether to renew the license of SOF IPR with Hicotech or to search for another company.

Using this case, students can learn how a small- and/or medium-scale companies can strategize their new product launch. Based on the given industry scenario, students can realize the potential challenges that are related to launching a new product. Furthermore, this case demonstrates that producing a high-quality product is not enough to succeed in the market; the right strategy also plays an important role in making it successful. Last, it can be also learned that proper managerial control and financial support are two important factors that contributes in any business success. Overall, strategic marketing/management students will learn the importance of adopting proper strategy, while the students who are undertaking the new product development course benefit by seeing the practical situation of a new product launch, its rise and its fall.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

The purpose of this paper is to enhance the adoption decision of farmers and observe the factors that affect the adoption decision of sustainable agriculture practices (SAP) which is the major motivating force of Malaysian economy. The idea behind this study is to transfer knowledge to paddy farmers within regional areas of Malaysia and to comprehend their understanding of social innovation and sustainable agriculture engineering and their overall significance. The outcome of this research will suggest a strategic extensive plan to encourage the use of SAP and also help to develop SAP helping toward building a sustainable society.

This paper encompasses three phases: analyzing the process of SAP among Malaysian Paddy farmers, to agricultural industrialization, until the stage of SAP led by farmer’s co-operatives, discussing the relevant practice together with literature and historically evidencing that there is no better way to promote SAP among regional paddy farmers within Malaysia.

Initial objective of this paper is to establish a thoughtful approach to enable the society to bridge a gap between embracing sustainability. The second objective investigates the misconception among farmers about social innovation. Furthermore, the study builds the conceptual framework and examines the relationship among the relevant constructs, this framework is critically examining the literature within paddy farming context. Harmoniously, there has been limited empirical research performed on the decision of adoption toward SAP usage among paddy farmers in Malaysia.

The clear worth of this research paper is the illustration from past reviews and practices to endorse SAP usage among paddy farmers in Malaysia. Another literature review suggests that these countermeasures comprehensively, historically, and theoretically are proven result oriented. The information about SAP will be beneficial for farmers and policy maker who are interested in the advancement. This learning delivers a comparative summary of knowledge transfer influencing farmer’s intention and behavior of sustainable agriculture engineering to adopt green technology. In a future study, these construct will be empirically tested.

This chapter focuses on discussing the Malaysian government's ‘No Plastic Bag Day’ campaign. This is due to the fact that consumers are accustomed to use plastic bag in their daily life activities. However, considering the hazardous impact on the environment, the government has banned the use of plastic bag in most of the states. While many consumers accepted this new rule whole-heartedly, many are still struggling to adopt it. This chapter highlights its journey of implementation and challenges pertaining to this sustainability marketing campaign in Malaysia.

The environmental impact of excessive use of natural resources such as energy and water in the tourism industry has increased significantly. Thus, it is crucial to investigate the notion of frugality in this industry. Particularly, this study aims to examine the effect of green marketing strategies (eco-labelling and environmental advertising) and hotel guests’ green attitude towards frugality in the context of the Malaysian hotel industry. Furthermore, the mediating effect of green attitude is also examined.

Stimulus-organism-response theory was used to develop the research framework. The data were collected via a self-administered survey questionnaire, which yielded 150 complete and usable responses. A partial least square-structural equation modelling approach was used to validate the proposed model.

The results of this study revealed that environmental advertising and eco-labelling, directly and indirectly, affect frugality. Moreover, the link between green attitude and frugality also was supported. Furthermore, data supported the mediating effect of green attitude in the relationship between green marketing strategies and frugality.

The findings from this study can benefit hoteliers who are targeting frugal and environmentally conscious consumers. Moreover, the hoteliers will be able to understand the drivers of frugality in the tourism industry. It can assist them to formulate better marketing strategies in attracting and retaining frugal consumers.

The findings from this study offer a number of important social implications for society, the local government and the city and tourism council. Particularly, understanding the strategies towards frugality can pave the way towards the formation of a “less consumption” community. Moreover, it will serve as the guideline for designing the green and sustainability campaign for the nation.

This study is among the pioneers to investigate the issue pertaining to frugality in the tourism industry context. This study examines new linkages such as the indirect effect of green marketing strategies towards frugality. Moreover, the mediating effect of green attitude in the relationship between green marketing strategies (eco-labelling and environmental advertising) and frugality is comparatively a new link.

The prevailing overconsumption issue in the hotel industry is attributable mainly to the irresponsible consumption behaviour of hotel guests. In parallel with Islamic principles, which advocate abstinence from excess consumption and frugality, the “waste not, want not” notion can be considered as one of the effective solutions to this problem. However, little is known about the factors that drive frugality amongst Muslim tourists. In addressing this gap, this study aims to predict the effect of environmental advertising and green attitude on frugality in the context of the Malaysian hotel industry. The study also tests the mediating role of the green attitude between environmental advertising and frugality. Furthermore, it examines the role of price consciousness as a moderator of the green attitude-frugality link.

The stimulus-organism-response theory was used to develop the conceptual framework of this study. A cross-sectional method was used to collect 222 usable questionnaires from Muslim tourists in Malaysia. The hypothesised relationships were tested using the structural equation modelling, partial least squares approach.

The study found support for the direct effect of environmental advertising and green attitude on frugality. It also confirmed the mediating effect of the green attitude in the environmental advertising-frugality link. However, price consciousness did not moderate the relationship.

The findings of the study provide valuable insight for hoteliers in developing a green strategy that will foster frugality amongst Muslim hotel guests. It will also help them develop better strategies for the frugal segment, especially for the Muslim community.

The study is amongst the pioneers in investigating frugality in the tourism industry. It is also the first to introduce price consciousness as a moderator of the relationship between the green attitude and frugality. Furthermore, its examination of frugality amongst Muslim hotel guests is a new contribution to the literature.

The purpose of this study is to develop a model to understand the relationships among technology, organizational and environmental (TOE) contexts, intention to adopt cloud computing (IACC) and actual usage of cloud computing (AUCC) in small and medium enterprises (SMEs) in Malaysia as a developing country. More specifically, this paper seeks to explore the mediation effect of IACC on the relationship between TOE context and AUCC.

A positivist research approach was selected for this study. Drawing largely upon the TOE framework, this study uses survey data from 209 Malaysian SMEs. Structural equation modelling (SEM) based on partial least squares (PLS) was used to assess the structural relations of the research model.

The results of the structural model show that data security, technology readiness, top management support, competitive pressure and innovativeness are the most significant factors in predicting the adoption of cloud computing in Malaysian SMEs. Further, the results indicate that intention to adopt cloud computing can play a mediating role between TOE factors and the actual usage of cloud computing.

The focus upon Malaysian SMEs may diminish the generalizability of the findings. This study provides profound insight into the management and foundation of cloud computing, different types of cloud services and deployment models that could facilitate the management of enterprise strategic resources and contribute to the performance improvement. This study also provides another important implication for practitioners regarding the absolute necessity of value drivers’ identification within enterprise and understand the causal relationships, which are vital in driving those values.

This study provides several practical guidance for practitioners in deploying cloud services which are most suitable option for their specific technology requirement in their enterprise to enjoy the full benefits of their intangible assets. Another significant implication of this study lies in the fact that it may require a different emphasis on nature and adoption design when there is a higher level of stress on technology-related and cloud computing resources.

This study contributes to the extant literature by developing an integrative model to identify how a wide set of contextual factors can determine the intention to adopt cloud computing and, in turn, influence the actual usage of cloud computing in SMEs in Malaysia as a developing country.

In recent years, consumers are moving toward purchasing green cosmetics instead of chemical one. Plenty of cosmetics products are banned globally due to the usage of poisonous substances such as triphenyl phosphate and petroleum. As such, it is needed to shift the conventional purchase behavior to green purchase behavior (GPB) to reduce the negative impact on the environment and health. This study aims to investigate the factors that affect GPB in the context of cosmetics products purchase. Additionally, this study examines the moderating role of electronic word-of-mouth (eWOM) in influencing such green behavior.

This study used value-belief-norm (VBN) theory and elaboration likelihood model as a theoretical basis. By using judgmental sampling techniques, a total of 318 usable responses were gathered through online survey. The structural equation modeling approach using partial least square (SmartPLS, version 3.7) technique was used to test the study hypotheses.

Results reveal that altruistic value and hedonic value both positively affect pro-environmental beliefs, which eventually affect consumers’ personal norms. It is found that hedonic value has a greater influence on pro-environmental belief than altruistic value. Additionally, personal norm also exerts significant influence on GPB. Data also support the mediating role of pro-environmental belief and personal norm. Moreover, the multidimensional eWOM moderates the relationship between personal norm and GPB.

The findings from this study provide valuable insights for marketers, academicians and practitioners about the drivers of consumers’ green cosmetics purchase behavior. It will enable marketers to develop better strategies for the green market segment.

The study findings also contribute to the social aspects by understanding consumers’ purchase behavior toward green cosmetics products. It ultimately promotes to consider a healthier lifestyle and to be concerned about environmental well-being.

This study is the first to introduce the eWOM as a moderator in the VBN theory. Moreover, this study contributes to the existing body of knowledge in the field by examining few new linkages; more specifically, considering pro-environmental belief as to the mediator between “hedonic value and personal norm,” as well as the mediating effect of personal norm in the relationship between “pro-environmental belief and GPB.” Moreover, this is a pioneer study to consider eWOM as a multidimensional construct rather than unidimensional, which is new in green marketing literature.

This study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase context. In addition, it examines the mediating effect of “consumer engagement” and “attitude towards second-hand clothes”.

The data were gathered through a self-administered questionnaire survey from Malaysian consumers who had experience in purchasing second-hand clothes. A total of 175 complete and useable questionnaires were obtained, which were then analysed by using the structural equation modelling-partial least square (SEM-PLS) technique.

The results of this study indicate support for the direct effect of eWOM on consumers' attitude towards second-hand clothes, consumer engagement and consumers’ MCB. The results also supported the relationship between consumer engagement and MCB, but the link between attitude and mindful consumption (MC) was not supported. Furthermore, the study confirmed the mediating effect of consumer engagement between eWOM and consumers’ MCB but did not support the mediating effect of attitude towards second-hand clothes.

This study is amongst the pioneers to elucidate MCB in the context of sustainable clothing. It examines the direct and indirect effects of eWOM on MCB, which has not been tested in the past literature. The mediating effects of consumer engagement and attitude towards second-hand clothes on the relationship between eWOM and MCB are also comparatively new links.