SHS Web Conf.
Volume 56, 2018International Conference on Leadership and Management (ICLM 2018)
|Number of page(s)||24|
|Section||Agile Leadership & Preemptive Global Business Management|
|Published online||14 November 2018|
Ethical Consumer Perceived Value in Sustaining Recycling Behaviour
Graduate School of Business, Universiti Kebangsaan Malaysia, 43600 Bangi, Selangor, Malaysia
b Faculty of Economics and Management, Universiti Kebangsaan Malaysia, 43600 Bangi, Selangor, Malaysia
c Institut Islam Hadhari, Universiti Kebangsaan Malaysia, 43600 Bangi, Selangor, Malaysia
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Recycling has imparted meaningful experience and perceived value from individual’s recycling activities. Consumer perceived value (CPV) is important in defining consumers’ experience that connects with one’s goals, inclinations and mental models; perceived valuable and beneficial, thus motivate sustainable behavior. This study sought to understand how ethical consumer perceived value (ECPV) influences the sustaining of recycling behavior. Nine interviews were conducted at The Federal Territory of Putrajaya for this interpretive study. It identifies two taxonomies of ethical perceived value (EPV) in individual’s sustainable recycling experience. First, ethically desirable value (EDV) taxonomy (six drivers), second, spiritual/religious value taxonomy (three drivers). This paper concludes with the value-map taxonomy of ECPV on Recycling to guide in mapping a strategic social marketing practice in Malaysia’s government policy to motivate good social conduct among individual and society.
Key words: Recycling behavior / consumer perceived value / ethical percieved value / spiritual/religious perceived value, marketing
© The Authors, published by EDP Sciences, 2018
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0 (http://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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