Norshamliza Chamhuri

Integrating General Environmental Knowledge and Eco-Label Knowledge in Understanding Ecologically Conscious Consumer Behavior☆

Abstract Global warming and climate change have become emerging issues for marketing to promote ecologically conscious consumer behavior. Past studies investigated the role of general environmental knowledge in attitude-behavior relationship of pro-environmental consumer behavior. Using the Theory of Reasoned Action (TRA) as a guiding framework, this study takes a fresh look at attitude-behavior relationship that integrates both general environmental knowledge and knowledge of eco-labels in the model to investigate their role in predicting ecologically conscious consumer behavior. The study finds that both general environmental knowledge and eco-label knowledge positively influence consumer attitudes towards environment in driving ecologically conscious consumer behavior. The findings suggest that marketing strategy, specifically communication strategy, needs to focus on educating consumers about issue-specific environmental knowledge (e.g., eco-label knowledge) along with general environmental knowledge. Further research should integrate more issue-specific dimensions to investigate pro-environmental consumer behavior.

Consumer perceptions of food quality in Malaysia

Purpose – The purpose of this paper is to gain an understanding of the quality cues that consumers look for in purchasing fresh meat and fresh fruit and vegetables in Malaysia. Through a perceived quality model, this paper identifies the implicit, intrinsic, extrinsic and credence quality cues consumers’ use in their decision to purchase fresh meat and fresh fruit and vegetables. Design/methodology/approach – This study utilised the shopping mall intercept survey method. Data were collected from traditional markets and modern retail outlets in the Klang Valley region in Malaysia. A structured questionnaire was designed to measure consumer’s perceptions and experiences of food quality when purchasing fresh meat and fresh fruit and vegetables from retail outlets. In this study, univariate data analysis (descriptive analysis, one-way analysis of variance) and exploratory factor analysis were performed to analyse the data sets. Findings – Freshness (intrinsic cue), was the most frequently cited variable when ...

Understanding the Relationship Between Perceived Quality Cues and Quality Attributes in the Purchase of Meat in Malaysia

This study utilizes the Total Food Quality Model to gain a better understanding of how Malaysian consumers make their decision to purchase fresh/chilled meat. We examine the association between quality cues and desired values (quality attributes) with regard to food that is guaranteed Halal, safe to eat, healthy and nutritious, has a good taste, represents good value for money, and is produced in a way that protects the environment and worker welfare. The findings reveal that different quality cues assume different levels of importance when pursuing different desired values.

Measuring Consumers' Environmental Responsibility: A Synthesis of Constructs and Measurement Scale Items

It is universal that central to all production is consumption. Without proper management, production along with consumption is likely to be the main sources of environmental problems. This very reality calls for consumers to be environmentally responsible in their consumption behavior. The objective of this paper is to prepare a synthesis of all the possible factors and measurement scale items to be used for assessing consumers’ environmental responsibility. For making such synthesis, all major works done on the field have been thoroughly reviewed. The paper comes up with a total of six parameters that include knowledge & awareness, attitude, green consumer value, emotional affinity toward nature, willingness to act and environment related past behavior. These tentative, yet inclusive set of parameters are thought to be useful for guiding the designing of large scale future empirical researches for developing a dependable inclusive set of parameters to test consumer’ environmental responsibility. A conceptual model and possible measurement items are proposed for further empirical research.

Modelling consumers' environmental responsibility and understanding of eco-labels: A conceptual framework for empirical research in Malaysia

This paper aims to develop and propose an all-inclusive framework for assessing consumers’ environmental responsibility and understanding of eco-labels. One of the preparatory issues regarding green marketing is to understand consumers’ environmental concerns and to take action accordingly. Another operational vehicle for green marketing is the use of eco-labels. Although some studies ‘criticised’ these two vital issues, no study has so far been found to be comprehensive theoretically and methodologically and sound in content. Yet the government of Malaysia and other organisations are undertaking various initiatives in order to ‘green’ the economy. The number of eco-labels is also increasing. Apparently uncovering consumers’ environmental concerns and their understanding and perception of eco-labels are called for. The proposed framework incorporates six constructs for measuring consumers’ environmental responsibility and ten constructs for assessing consumers’ understanding of eco-labels. This study is exploratory in nature in that it relies solely on surveying available published literature.

Prospects of Rural Transformation Centre (RTC) of Malaysia from the Perspective of Inclusive Rural Development

In the contemporary discourse, it is argued that the ultimate objective of rural development is to improve the quality of life for rural people. This makes it essential to go beyond the incomerelated factors of rural development. Inclusive Rural Development, a more specific concept than the concept of conventional rural development, accommodates the variables for the quality of life in rural development. This concept covers three different but interrelated dimensions: economic dimension, social dimension and political dimension. Rural Transformation Centre (RTC), implemented by the government of Malaysia, is among the third generation of the rural development programmes in the country. RTC is a site to implement some integrated initiatives for the rural communities within 100 kilometre radius of the sites. There are eight major initiatives under the RTC implementation programmes, which are: training of rural population; setting up of 1Malaysia information kiosks; high-value agriculture initiatives; agro-food products processing; agricultural produce supply chain management; university cooperation; food safety and pharmaceuticals services; and rural population financial facilities. RTC brings a unique opportunity for members of the rural communities to benefit from a myriad of initiatives and activities related to their livelihood and wellbeing within the same premises. Despite some challenges, this programme has enormous potentials to address many important aspects of rural development. Based on review of relevant literature and field visits, this paper attempts to examine the prospects of the RTC concept of Malaysia in light of the theory of Inclusive Rural Development. The findings of this paper will help relevant governmental and nongovernmental bodies and researchers gain an insight about the potentials and challenges of RTC for further improving the quality of life for the rural communities.