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Previous environmental sustainability studies have examined only limited type of pro-environmental behaviour (PEB; e.g., recycling), but have not explored relationships among various types or dimensions of PEBs. This paper explores six types of PEBs (i.e., activist, avoider, green consumer, green passenger, recycler and utility saver) and investigates their antecedents and interrelationships between two ethnic groups—Malays and Chinese in Malaysia. Survey data from 581 respondents, comprising 307 Malays and 274 Chinese, were used to assess the research model. To conduct multi-group analysis, the study used partial least squares structural equation modelling in SmartPLS 3. The study extends the Value-Belief-Norm (VBN) theory by using social norms to predict PEBs. The results suggest that social norms predict each type of PEB, in contrast to other constructs in VBN theory, except for utility-saving behaviours. The findings also reveal some similarities as well as differences between Malays and Chinese, indicating that the two ethnic groups are not homogeneous. The study is the first to simultaneously study six types of PEB and to examine the differences between Malays and Chinese on PEB constructs and offers a valuable contribution to the literature by extending VBN theory to social norms and PEB.

Purpose-Mobile shopping is expected to emerge as a new way of shopping as the Asia Pacific region moves towards the digital era. It is important to understand factors that influence consumers' intentions to adopt this new shopping channel, especially in developing countries such as Malaysia where it has the fastest growing mobile penetration rate in the world. The purpose of this paper is to integrate the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB), and includes additional variables such as personal innovativeness (PI) and trust. Design/methodology/approach-Empirical data from 453 consumers were tested against a proposed model using partial least squares structural equation modelling. Findings-Findings suggest that most of the constructs in the model (i.e. trust, perceived ease of use, perceived usefulness, attitudes, PI and perceived behavioural control) influence a shopper's intentions towards adopting mobile shopping. For example, consumers' attitudes towards M-shopping adoption is higher if a system is not complex and easy to use; if consumers can easily pull out their mobile devices from their pockets to browse or shop by using just one finger, without a complicated process, they tend to use M-shopping channels. In addition, when mobile technology is user-friendly and free from mental effort, it creates positive perceptions that the system is useful, developing stronger intentions for consumers to adopt this alternative. Originality/value-Since M-shopping is a personalised activity that involves money transactions, consumers are more cautious with adoption intentions, and do not follow social norms blindly. Thus, the empirical evidence from Malaysian consumers contributes to literature with insights into their specific m-shopping behaviour in this emerging market. In addition, from a theoretical perspective, the research model in this study integrates both TAM and TPB to provide a holistic view of consumers' M-shopping adoption intentions in an emerging market, incorporating user-centric factors (i.e. trust and PI). An important finding which differs from other studies is that the relationship between subjective norms and behavioural intention to use M-shopping was not significant, which is contrary to the findings of previous studies. Moreover, attitude was found to mediate the effect of PEOU and PU on consumer's intention towards mobile shopping adoption. The validated instrument would serve as a useful guideline for researchers during development and refinement of studies on M-shopping.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. AbstractPurpose -The purpose of this paper is to provide academics and practitioners working with customer relationship management (CRM) with a review of key topics, such as advances in CRM, the shifting role of consumers, issues with conceptualisation and consumer exploitation. The authors further integrate concepts of fairness, trust and paradoxes of one-to-one marketing, which are little researched within customer management. As a result, the authors suggest eight propositions for improving the CRM scheme. Design/methodology/approach -This paper reviews extant literatures in CRM, with a particular emphasis on the pitfalls of CRM. Findings -The authors find that the risks of depleting customer trust as they perceive themselves being exploited by firm's CRM offerings should be openly discussed, as it poses a significant threat to the CRM scheme if it is overly used and misused. Practical implications -It is proposed that the concept of dual value-creation and win-win relationships are fundamental to successful implementation. However, the danger of implementing CRM in such a way as to lead customers to believe that they are worse off requires more research. Managers must therefore define their CRM, understand their pitfalls and look at where their CRM is headed. Social implications -Advances in CRM must consider issues of fairness, transparency, honesty, trust and with the emergence of social media, understand how CRM will adapt and immerse itself in such a future. Originality/value -In total, eight propositions are made about CRM's successes, advances, pitfalls and futures. A focus is on the fairness of CRM and a new definition is offered.

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Purpose The purpose of this paper is to identify the determinants of players’ continuance intentions to play Pokémon GO (PG) and ultimately make in-app purchases, mainly from the perspectives of psychological, social and gaming motivational factors. Design/methodology/approach The research model was empirically assessed based on 362 validated responses from current players of PG in Malaysia. Analysis was carried out using the partial least squares path modeling method. Findings The results indicated that enjoyment, network externalities, community involvement and the need-to-collect significantly influence players’ continuance intention. Furthermore, the findings reveal that flow and nostalgia have indirect effects on players’ continuance intention, which in turn significantly influences their purchase intention. Originality/value This study provides empirical support for an integrated model for understanding the antecedents of the players’ behavioral intentions that incorporates psychological, social and gaming motivational factors in the context of an augmented reality mobile game.

Green purchase behaviour is an increasingly important topic, gaining much attention. A review of current literature reveals that the relationship between green attitudes and green purchase behaviour is contentious because consumers’ attitudes do not necessarily translate into green purchase behaviour. This paper examines the relationships between religious values, green habit, and green purchase behaviours via a holistic approach based on the Theory of Reasoned Action and Homer and Kahle's (1988) cognitive hierarchy model. Data were collected from 504 Muslim consumers in two Southeast Asian countries, namely, Indonesia and Malaysia. Partial least squares (PLS), a variance‐based structural equation–modelling technique, was selected to test the research model and hypotheses. The term “religious values” is conceptualised in this paper as a multidimensional construct with reflective first‐order and formative second‐order items. Previous studies have ignored the quest orientation, which refers to constant questioning and doubting as a way of being religious. The results demonstrate that religious values have a positive impact on natural environmental orientation, environmental concerns, green purchase attitudes, and green purchase intentions. Green habit and green purchase intentions were also found to positively affect green purchase behaviours. This study also highlights the important role of habit, namely, a stronger impact on green behaviour than intentions. Green habit was also found to moderate the relationship between green attitudes and green intentions. The study has practical implications for green marketers, green policy makers, and green consumers, as well as directions for future research.

This study investigates the mechanism by which proenvironmental self-identity (PESI) predicts green purchasing behavior (GPB) through various dimensions of green consumption values, following the recently published modern-mediation-analysis guidelines. The model was examined via 1,186 validated survey responses from experienced green consumers. Data were analyzed using partial least squares structural equation modeling technique. Results demonstrate that the relationship between PESI and GPB is mediated by emotional, epistemic, social, and health values. The results, however, did not find support for mediation effects of conditional and functional values. In addition, consumer innovativeness was found to moderate the relationship between PESI and three out of five values (conditional, functional, and social values) examined. This study indicates that promoting the advantages of green products and strengthening PESI and consumption values are closely linked to GPBs.Additionally, peer referral appears to minimize the perceived risks associated with buying green products. Marketers of green products are encouraged to provide health-related information such as calorie and nutritional content.