Factors affecting environmental citizenship behaviour: An empirical investigation in Malaysian paddy industry

• Main Authors: Chua, Kean Boon, Quoquab, Farzana, Mohammad, Jihad
• Format: Article
• Published: Emerald Group Holdings Ltd. 2021
• Subjects: HB Economic Theory
• Online Access: http://eprints.utm.my/id/eprint/93831/; http://dx.doi.org/10.1108/APJML-05-2018-0177

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.