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Investigating the Measurement of Consumer Ecological Behaviour, Environmental Knowledge, Healthy Food, and Healthy Way of Life

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  • Norazah Mohd Suki

    (Labuan School of International Business and Finance, Universiti Malaysia Sabah, Sabah, Malaysia)

Abstract

The objective of this research is to investigate the measurement of consumer ecological behaviour, environmental knowledge, healthy food, and healthy way of life that is derived from the literature and survey. Correlations between environmental knowledge, healthy food, and healthy way of life with consumer ecological behaviour are also investigated. Statistical techniques were used to analyse the data using descriptive and exploratory factor analysis (EFA) with the computer programme Statistical Package for Social Sciences (SPSS) version 21. The latter was performed using principal component analysis and varimax rotation with the objective to test the underlying factor structure of the data. Next, confirmatory factor analysis (CFA) was executed via structural equation modeling (SEM) technique using analysis of moment structures (AMOS) computer programme version 21 in order to confirm the measurement model. CFA results show that the correlations between environmental knowledge, healthy way of life, and healthy food with consumer ecological behaviour were significant and supported, respectively. This study contributes to the extant literature on consumer ecological behaviour by developing a robust measure. Results offer a clearer perspective for companies to identify consumer ecological behaviour for better market segmentation, targeting and positioning of green products that are not harmful to the environment and could promote demands. The research implications are further explicated and the directions for future research are also elucidated.

Suggested Citation

  • Norazah Mohd Suki, 2014. "Investigating the Measurement of Consumer Ecological Behaviour, Environmental Knowledge, Healthy Food, and Healthy Way of Life," International Journal of Social Ecology and Sustainable Development (IJSESD), IGI Global, vol. 5(1), pages 12-21, January.
  • Handle: RePEc:igg:jsesd0:v:5:y:2014:i:1:p:12-21
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    Cited by:

    1. Pratap Chandra Mandal, 2024. "Sustainable Marketing and Its Promotion: Concerns, Strategies, and Initiatives," International Journal of Social Ecology and Sustainable Development (IJSESD), IGI Global, vol. 15(1), pages 1-14, January.
    2. Rohit H. Trivedi, 2017. "Entrepreneurial-intention constraint model: A comparative analysis among post-graduate management students in India, Singapore and Malaysia," International Entrepreneurship and Management Journal, Springer, vol. 13(4), pages 1239-1261, December.

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