Environmental citizenship behavior and sustainability apps: an empirical investigation

Willingness to pay premium prices for green buildings: evidence from an emerging economy

The building sector is one of the major contributors to greenhouse gas (GHG) emissions, which may impede the achievement of Malaysia's intended nationally determined contribution (INDC) by 2030. Therefore, this paper is aimed at identifying the underlying factors that affect working adults' willingness to pay (WTP) premium prices for green buildings. Data were collected from a total of 1198 respondents and analyzed using structural equitation modeling partial least square (SEM-PLS) to measure the willingness to pay for green buildings among working adults in Malaysia. The findings reveal that environmental literacy affects environmental belief as well as awareness of consequences among working adults in Malaysia. The findings also reveal that incentives for green building buyers have a significant impact on perceived behavioral control, while awareness of consequences has a significant influence on ascription of responsibility. However, the results reveal that awareness of consequences does not influence buyers' willingness to pay for green buildings. Moreover, the ascription of responsibility and perceived behavioral control have a significant effect on willingness to pay for green buildings. The findings of this study will help the concerned authorities to take appropriate steps to promote willingness to pay for green buildings, which will contribute significantly to the realization of INDC by 2030 as part of the Paris Agreement.

Modelling the significance of health values, beliefs and norms on the intention to consume and the consumption of organic foods

The present research aims to extend the value-belief-norm model by including health values, health consciousness, healthy eating beliefs, and trust in organic food as the impelling factors. This study empirically tested the holistic framework to understand the important factors in consumers' decision-making processes concerning organic food consumption. A web-based survey was performed to collect data from a convenience sample of 571 organic food consuming university students in China. The hypotheses were tested using partial least square structural equation modelling (PLS-SEM). Based on the findings, health values and health consciousness had substantial impacts on healthy eating beliefs, which in turn positively affected personal norms and awareness of consequences. Additionally, awareness of consequences and ascription of responsibility had major effects on personal norms. Likewise, personal norms and trust in organic food had a profound influence on the intention to consume organic foods, which in turn significantly induced actual consumption. The findings not only provide novel insights for researchers to understand the aspects of organic food consumption but present a guideline for marketers to develop appropriate marketing tactics to grow the organic food business. This study recommends that policymakers should focus on increasing the awareness and knowledge of organic food, encouraging organic food production, and prioritising campaigns showcasing the unique health benefits of organic food to stimulate increased consumption.

Linking Perceived Environmental CSR to Residents' Environmental Citizenship Behavior in Rural Tourism: The Mediating Role of Resident-Environment Relationship Quality

Residents' environmental citizenship behavior is essential to the environmental protection and sustainable development of rural destinations. However, previous research with regards to environmental citizenship behavior has focused on an employee perspective, rather than a resident one. Through the theoretical lens of the Stimulus-Organism-Response (SOR) model, our research examined how perceived environmental CSR (ECSR) contributes to residents' environmental citizenship behavior, with resident-environment relationship quality acting as the organism. Data collected from a Chinese rural destination were analyzed with a structural equation modeling approach. Results indicate that: (1) perceived ECSR directly and positively influences residents' environmental citizenship behavior; (2) relationship quality variables (i.e., environmental identification and environmental commitment) directly and positively affect residents' environmental citizenship behavior; (3) environmental identification directly and positively affects environmental commitment; (4) relationship quality variables positively mediate the effect of perceived ECSR on residents' environmental citizenship behavior. The current research complements existing tourism literature on environmental citizenship behavior with a focus on perceived ECSR and relationship quality from the aspect of residents in rural destinations. The findings also provide some practical implications that potentially facilitate the adoption of environmental citizenship behavior among residents for sustainable destination management.