This research was carried out to assess the recycling behaviour of university students, as they are the future consumers of the country.
Abstract
Purpose
This research was carried out to assess the recycling behaviour of university students, as they are the future consumers of the country.
Design/methodology/approach
A model based on the Theory of Reasoned Action was developed and tested using the variance‐based structural equation modelling technique of Partial Least Square (PLS).
Findings
The findings indicate that the attitude towards recycling is significantly influenced by perceived value, awareness and actual gains perceived by the consumers. Recycling behaviour was significantly influenced by resistance to change and attitude towards recycling.
Originality/value
The paper enables the policy makers target these variables in their future action plans in order to enhance recycling behaviour.
Details
Keywords
Elham Rahbar and Nabsiah Abdul Wahid
The purpose of this research is to determine the effect of green marketing tools on consumer's actual purchase behavior in case of Penang (Malaysia).
Abstract
Purpose
The purpose of this research is to determine the effect of green marketing tools on consumer's actual purchase behavior in case of Penang (Malaysia).
Design/methodology/approach
A survey was carried out on 250 Chinese, Malay, Indian and other races that represent the Penang population. Factor analysis, Cronbach alpha and multiple regression were used to identify factors impact on Penang consumers actual purchase behavior.
Findings
The result revealed that customer's trust in eco‐label and eco‐brand and their perception of eco‐brand show positive and significant impact on their actual purchase behavior.
Practical implications
The paper provides practical information for green marketers and producers of green products in Malaysia.
Originality/value
This paper offer helpful guideline for government to formulate the green policies such as providing promotional incentives to green products manufacturers and encouraging public to buy products with eco‐label.