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Article
Publication date: 20 September 2013

T. Ramayah and Elham Rahbar

This research was carried out to assess the recycling behaviour of university students, as they are the future consumers of the country.

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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

Management of Environmental Quality: An International Journal, vol. 24 no. 6
Type: Research Article
ISSN: 1477-7835

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Article
Publication date: 15 March 2011

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).

29125

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.

Details

Business Strategy Series, vol. 12 no. 2
Type: Research Article
ISSN: 1751-5637

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