Moving Towards Sustainable Consumption: A Study of Reduce, Reuse and Recycle (3Rs) Adoption among Malaysians

Regina Yan Ginny1, Yusniza Kamarulzaman1
University of Malaya,


Abstract: Over the last decade, rapid globalization, industrial development, economic growth and technological advancement has resulted in population growth and unprecedented changes to the social and cultural lifestyle in Malaysia. One of the dramatic increase was witnessed in the consumption of goods and services due to the rising household income and progressive consumption-oriented lifestyles. On one hand, it helps to stimulate economic activities, but on the other hand, it poses threat to the diversity and stability of the natural environment in various ways. Hence, the key purpose of this study is to identify the factors that affects Reduce, Reuse and Recycle (3Rs) adoption among Malaysians by proposing a model for the prediction of 3Rs adoption, deriving upon Value-Belief-Norm Model with the inclusion of perceived behavioral control from Theory of Planned Behavior. The study includes a total of 407 qualified respondents from all over Malaysia who are the actual adopters of 3Rs. The results demonstrate a profile, behavior and experience of consumers towards 3Rs adoption. The regression analysis was utilized to test the hypothesized relationships among the constructs. All the six-hypothesized relationships were supported. The new ecological paradigm acts as a mediating variable to altruistic value, biospheric value and egoistic value and directly affects the adoption. The findings also indicates several key theoretical and managerial contributions. It was proven that new ecological paradigm is the key determinant of 3Rs adoption decisions, and then followed by perceived behavioral control. Also, biospheric value is the key influence on new ecological paradigm, followed by altruistic value and egoistic value. The study also reveals that recycling behavior is different from waste reduction and reusing behavior. Overall, there are more Malaysians performing recycling behavior as compared to reducing and reusing waste.

Keywords: Green Marketing, Sustainable Consumption, Consumer Adoption of Reduce, Reuse and Recycle  
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