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

Abstract

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.