PurposeThe 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/approachData were obtained from 251 farmers using a survey method. Partial lease square structural equation modelling (PLS-SEM) was used to examine the hypothetical model.FindingsThe results of PLS analysis confirm the direct and mediating effect of the causal sequences of the variables in the VBN model.Originality/valueGiven 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.
Asia Pacific Journal of Marketing and Logistics – Emerald Publishing
Published: Jul 22, 2019
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