Low Sheau-Ting

What is the optimum social marketing mix to market energy conservation behaviour: an empirical study

This study attempts to identify the optimum social marketing mix for marketing energy conservation behaviour to students in Malaysian universities. A total of 2000 students from 5 major Malaysian universities were invited to provide their preferred social marketing mix. A choice-based conjoint analysis identified a mix of five social marketing attributes to promote energy conservation behaviour; the mix is comprised of the attributes of Product, Price, Place, Promotion, and Post-purchase Maintenance. Each attribute of the mix is associated with a list of strategies. The Product and Post-purchase Maintenance attributes were identified by students as the highest priority attributes in the social marketing mix for energy conservation behaviour marketing, with shares of 27.12% and 27.02%, respectively. The least preferred attribute in the mix is Promotion, with a share of 11.59%. This study proposes an optimal social marketing mix to university management when making decisions about marketing energy conservation behaviour to students, who are the primary energy consumers in the campus. Additionally, this study will assist university management to efficiently allocate scarce resources in fulfilling its social responsibility and to overcome marketing shortcomings by selecting the right marketing mix.

The global move toward Internet shopping and its influence on pollution: an empirical analysis

This study investigates the influence of Internet retailing on carbon dioxide (CO2) emission in 77 countries categorized into developed and developing countries during the period of 2000–2013. To realize the aims of the study, a model that represents pollution is established utilizing the panel two-stage least square (TSLS) and the generalized method of moments (GMM). The results for both regressions similarly indicated that GDP growth, electricity consumption, urbanization, and trade openness are the main factors that increase CO2 emission in the investigated countries. Although the results show that Internet retailing reduces CO2 emission in general, a disaggregation occurs between developed and developing countries whereby Internet retailing has a significant negative effect on CO2 emission in the developed countries while it has no significant impact on CO2 emission in the developing countries. From the outcome of this study, a number of policy implications are provided for the investigated countries.

Key determinants of waste separation intention: empirical application of TPB

Purpose This study aims to identify the key determinants of waste separation intention among the students in Universiti Teknologi Malaysia (UTM). Design/methodology/approach This study adopted the theory of planned behaviour (TPB) as the fundamental framework. The key determinants of waste separation behaviour are attitude, subjective norm (SN) and perceived behavioural control. An elicitation survey has been conducted to explore the students’ beliefs relative to waste separation behaviour. The empirical data collected were analysed using structural equation modelling (SEM) assisted by SmartPLS software. Findings The result shows that only two determinants are significant towards intention, attitude and perceived behavioural control, while SN is not. The results of the study are significant to the organisation, as an identification of the determinants that influence waste separation intention contributes to a more focused waste separation programme aligned to Malaysia’s objective towards a sustainable developing country. Originality/value There are few studies on solid waste separation compared to food waste and industrial waste separation. The authors focus on the identification of the key determinants of solid waste separation intention among students. This study serves as an initial attempt to adopt the TPB in solid waste separation context, hence contributing to existing literature.