Factors affecting environmental citizenship behaviour

Purpose The purpose of this paper is to examine the factors that affect paddy farmers’ environmental citizenship behaviour (ECB) in the context of agrochemical purchase. To achieve this objective, a theoretical framework has been developed based on value-belief-norm (VBN) theory. Design/methodology/approach Data were obtained from 251 farmers using a survey method. Partial lease square structural equation modelling (PLS-SEM) was used to examine the hypothetical model. Findings The results of PLS analysis confirm the direct and mediating effect of the causal sequences of the variables in the VBN model. Originality/value Given the limited number of studies in a non-western context, this study examines and confirms the applicability of the VBN theory in predicting ECB in a Malaysian context.