Consumer perceived value in sustaining recycling behaviour

M. M. Noorasikin, Ahmad Maisarah, A. Khairul Akmaliah, Y. Mashitoh

Research output: Contribution to journalArticle

Abstract

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.

Original languageEnglish
Pages (from-to)50-64
Number of pages15
JournalMalaysian Journal of Consumer and Family Economics
Volume21
DOIs
Publication statusPublished - 1 Jan 2018
Externally publishedYes

Fingerprint

Perceived value
Taxonomy
Social marketing
Interpretive
Malaysia
Consumer experience
Government policy
Mental models
Marketing practices

Keywords

  • Consumer perceived value
  • Ethical perceived value
  • Marketing
  • Recycling behavior
  • Spiritual/religious perceived value

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)

Cite this

Consumer perceived value in sustaining recycling behaviour. / Noorasikin, M. M.; Maisarah, Ahmad; Khairul Akmaliah, A.; Mashitoh, Y.

In: Malaysian Journal of Consumer and Family Economics, Vol. 21, 01.01.2018, p. 50-64.

Research output: Contribution to journalArticle

Noorasikin, M. M. ; Maisarah, Ahmad ; Khairul Akmaliah, A. ; Mashitoh, Y. / Consumer perceived value in sustaining recycling behaviour. In: Malaysian Journal of Consumer and Family Economics. 2018 ; Vol. 21. pp. 50-64.
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