PurposeThe purpose of this research is to understand the importance of value orientation on conspicuous consumption in the youth market segment in Southeast Asia. In particular, the focus is to understand three different types of value orientation (specifically cultural values, material values and religious values) and its effects on conspicuous consumption behaviour.Design/methodology/approachAn integrative theoretical model is proposed based on Hofstede's cultural dimension, the materialism value scale and religious commitments to predict the relationship for the value orientations of Generation Y's (Gen Y's) conspicuous consumption behaviour. The data was collected from undergraduate students enrolled in general education courses in three universities in Malaysia. Using cross-sectional data, 262 sets of valid questionnaires were used to perform the statistical analysis for the measurement and structural model using partial least squares equation modelling (PLS-SEM) path modelling.FindingsWe position our study by raising the pertinent question of “Seriously, Conspicuous Consumption?” to establish a clear understanding of whether Malaysian Gen Y individuals are conspicuous consumers and, if they are, which of the three values matter the most. In order to answer the question of whether Malaysian Gen Y engages in conspicuous consumption, we arrive at an understanding that, given multi-value orientations, conspicuous behaviour can be motivated and impacted by one value orientation and constrained by others. Hence, value orientation offers an insightful explanation of one specific type of consumer behaviour in the context of Asia as an emerging global market. Thus, our study provides two key theoretically significant findings. In general, our findings provide insights into how the multi-value orientations (i.e. cultural, material and religious orientations) contribute to several bodies of literature—namely, conspicuous consumption, international marketing and transcultural marketing. The results revealed that collectivism and materialism were positively and significantly related to conspicuous consumption. Uncertainty avoidance, although significant, had a negative relationship with conspicuous consumption. The other values (masculinity, power distance and religious values) were not significantly related to conspicuous consumption.Research limitations/implicationsPurchasing luxury goods is becoming an emergent phenomenon in Asia, particularly among young consumers. This paper provides marketing managers, particularly brand owners, with practical and realisable examples of how to plan and execute their marketing plans. A more profound understanding of this relationship may also serve to aid marketing managers in devising more focused marketing strategies and thus allocate marketing resources more efficiently. Hence, marketers could develop an effective communication strategy so that the target consumers will be aware of their goods because the purchase of luxury goods is likely to be motivated by social, cultural and personal factors.Originality/valueThis article examines the impact of value orientations on conspicuous consumption behaviour in Malaysian Gen Y consumers. The model proposed in this study is useful in predicting conspicuous consumption among Gen Y. By identifying the factors influencing this emergent type of consumer behaviour, global retailers will be informed about this particular market segmentation in terms of its preferences and desires. The article discusses the research findings and concludes with managerial implications and limitations.

Purpose -The purpose of this conceptual paper is to attempt to introduce an Islamic marketoriented cultural model to illustrate the role of market orientation within an Islamic culture. Design/methodology/approach -The paper proposes an Islamic-based view of a market-oriented cultural model that aims to help understand how cultural principles, practices, and values are discussed within an Islamic culture, and subsequently understand the effects of this view on the market performance of the exporting firms. Reviews of literature in market orientation and cultural values served as a foundation for the development of the conceptual arguments. The model is adapted from several market orientation and cultural frameworks including Homburg and Pflesser, Hofstede, and Schein. Findings -National culture, which underlines employee's cultural values, attitudes, and beliefs, has a profound impact on organizations and thus its impact on market performance should not be underestimated. Research limitations/implications -Since the paper presents only the conceptual framework, it does not include empirical validation of the argument. Further empirical research could be carried out in order to validate the arguments presented in this paper. Practical implications -In response to increased global competition, firms need to employ effective international marketing strategies in order to enhance performance. When exporting halal products, managers need to comply with Islamic guidelines, practices, and standards that serve as the main criteria by which Muslim's customers' needs and preferences are met. Originality/value -The conceptual framework integrates market orientation with Islamic cultural values. The discussion strengthens the need for firms to apply an Islamic market-oriented cultural model when they deal with customers in Muslim countries.

The role of entrepreneurs in attaining Sustainable Development Goals (SDGs) is paramount. Entrepreneurs with strong awareness and commitment to sustainable development help to attain almost all SDGs, as they create businesses that will help employment, eliminate poverty, provide decent work and economic growth, help to reduce hunger, assist in attaining good health and wellbeing, help to achieve affordable and clean energy, and enhance their industries. Realizing the importance of entrepreneurs and entrepreneurship, the government of Malaysia has taken proactive actions to develop and inculcate the entrepreneurial mindset through entrepreneurship education at higher education. This study aims to apply the Theory of Planned Behavior (TPB) to analyze the effect of an entrepreneurship course on entrepreneurial intentions of the engineering students at Universiti Teknologi Petronas, as entrepreneurial intention is effective in predicting behavior. A quantitative technique and descriptive cross-sectional study have been employed to collect data. The result of this study indicates that the TPB explains and predicts the entrepreneurial intention. However, the Multigroup Analysis (MGA) results show that attending the entrepreneurship course does not increase the strength of the relationship between the exogenous and endogenous construct compared to those who do not attend the course. The results of this study raise a positive implication toward the improvement of the course curriculum and the teaching pedagogy. An in-depth qualitative study to understand the issue will help to improve the curriculum and pedagogy of entrepreneurship education, and eventually enable a realization of the government’s aspirations.

Purpose The purpose of this study is to examine the willingness to boycott among Malaysian consumers towards the surrogate products associated with Israel. The present study was based on the previous and an ongoing war and conflict in the Middle East. Design/methodology/approach Several surrogate products associated with Israel were selected. A total of 468 respondents from various backgrounds participated in this study. Analysis was performed using multiple regression analysis (MRA). Findings Results showed that three factors were significant in predicting the willingness to boycott. They were animosity, subjective norms and product judgments. Anticipated emotions (both positive and negative emotions) were found to be insignificant in predicting the willingness to boycott the surrogate products. Originality/value The present study addresses the boycott intention in Malaysia where multi-races and multi-religions exist, in the context of the ongoing war and oppression by Israeli government toward the Palestinians. The results have some implications to multinational firms, especially those perceived to have direct links with the aggressors.

Purpose -The purpose of this paper is to highlight the development of global halal marketing by assessing its current status, challenges and issues within and measures taken to improve it. Strategic marketing conception from the perspective of export market orientation behaviors is offered to help foster industrial innovation to create a halal economy. Design/methodology/approach -The development of a global halal market is first assessed and its current status is highlighted. The issues and challenges within are identified and explored, followed by a consideration of measures already taken to rectify and improve the situation. Strategic export market orientation behaviors perspective is offered to encourage industrial innovation within the complex global halal market, to ultimately establish a halal economy. This is done by going through the relevant scholarly discussions in various international conferences and available published literatures. Findings -The paper identifies three major issues and challenges in global halal marketing and what has been done and can been done to rectify and improve the situation, particularly from the perspective of strategic export market orientation behaviors.Research limitations/implications -The discussion is limited to its conceptual boundaries and in the long run requires empirical research to enhance its applicability. Practical implications -The discussion offered in the paper is expected to be valuable for global halal marketers seeking strategic marketing design in undertaking the complex market structure and confronting the issues identified. Originality/value -The paper discusses issues and challenges for halal marketing and how to address the issues through the perspective of strategic export market orientation behaviors, for an industrial innovation to form a halal economy.