Management of Gamified Lesson: Understanding Aesthetics and Acceptance among Learners

Joyful learning evokes happy feelings and subsequently induces positive academic achievement.  With the rise of mental health issues due to intense study among students, gamification has recently grown in popularity among academic institutions to make learners happier, more engaged and ultimately improve learning outcomes. However, the management of gamified lessons has been a problem for years for all education levels on a varying basis. Nowadays, it is increasingly recognized that not all learners are acceptive of gamified lessons for learning. Drawing on a survey of 283 students of higher learning institutions, this study found that aesthetics, perceived ease of use, perceived usefulness and perceived enjoyment have a favorable impact on the intention to accept gamification in learning among learners. This study contributes to under-investigated scholarly works of suitable conditions under which gamified lesson best takes place with regard to aesthetics and learners’ acceptance that would be beneficial for the effective management of gamification

Towards developing a framework of enviropreneurial marketing strategy for SMEs in Malaysia

Enhancing business performance is the most desired goal among businesses. Currently, corporate businesses are moving towards enviropreneurial marketing (EM) strategy to gain competitive advantage by introducing green products to the consumer market. However, this strategy is not well exposed among SME entrepreneurs in Malaysia. Considering this, the purpose of this paper is to provide new theoretical viewpoint on marketing in regard to business and environmental sustainability, particularly for dealing with the environmental issues from the perspective of SME entrepreneurs in Malaysia. Four marketing strategies (product, price, promotion and place) have been conceptualized in EM strategy to achieve superior SMEs’ performance. A conceptual framework is developed and justified in order to make a novel contribution to marketing theory and practice. Directions for future research conclude the discussion

Does it matter who exhibits more green purchase behavior of cosmetic products in Asian culture? A multi-group analysis approach

This study attempts to investigate the moderating effect of gender on value-belief-norm relationships. In addition, this study aims to investigate the factors that affect green purchase behavior of cosmetics products. Particularly, this study investigates the causal relationships between values and pro-environmental beliefs, pro-environmental beliefs and personal norms and personal norms and green purchase behavior. An online survey was carried out which yielded 240 usable responses among which 79 responses were obtained from males and 161 from females. Data were analyzed using structural equation modeling, partial least square (PLS-SEM) approach and multi-group analysis (MGA) technique. Results revealed that all direct relationships were supported by the data. It was also found that gender moderates the relationships between altruistic values and pro-environmental beliefs, pro-environmental beliefs and personal norms and personal norms and green purchase behavior. Nevertheless, gender did not moderate the link between hedonic value and pro-environmental beliefs. This study contributes to the existing literature by considering gender as a moderator, which is comparatively new in the green purchase behavior literature. In addition, this study examines few new linkages: more specifically, incorporating hedonic value in value-belief link and adapting value-belief-norm (VBN) theory in measuring consumers’ green purchase behavior

"I buy green products, do you...?" the moderating effect of eWOM on green purchase behavior in Malaysian cosmetics industry

Purpose: In recent years, consumers are moving toward purchasing green cosmetics instead of chemical one. Plenty of cosmetics products are banned globally due to the usage of poisonous substances such as triphenyl phosphate and petroleum. As such, it is needed to shift the conventional purchase behavior to green purchase behavior (GPB) to reduce the negative impact on the environment and health. This study aims to investigate the factors that affect GPB in the context of cosmetics products purchase. Additionally, this study examines the moderating role of electronic word-of-mouth (eWOM) in influencing such green behavior. Design/methodology/approach: This study used value-belief-norm (VBN) theory and elaboration likelihood model as a theoretical basis. By using judgmental sampling techniques, a total of 318 usable responses were gathered through online survey. The structural equation modeling approach using partial least square (SmartPLS, version 3.7) technique was used to test the study hypotheses. Findings: Results reveal that altruistic value and hedonic value both positively affect pro-environmental beliefs, which eventually affect consumers’ personal norms. It is found that hedonic value has a greater influence on pro-environmental belief than altruistic value. Additionally, personal norm also exerts significant influence on GPB. Data also support the mediating role of pro-environmental belief and personal norm. Moreover, the multidimensional eWOM moderates the relationship between personal norm and GPB. Practical implications: The findings from this study provide valuable insights for marketers, academicians and practitioners about the drivers of consumers’ green cosmetics purchase behavior. It will enable marketers to develop better strategies for the green market segment. Social implications: The study findings also contribute to the social aspects by understanding consumers’ purchase behavior toward green cosmetics products. It ultimately promotes to consider a healthier lifestyle and to be concerned about environmental well-being. Originality/value: This study is the first to introduce the eWOM as a moderator in the VBN theory. Moreover, this study contributes to the existing body of knowledge in the field by examining few new linkages; more specifically, considering pro-environmental belief as to the mediator between “hedonic value and personal norm,” as well as the mediating effect of personal norm in the relationship between “pro-environmental belief and GPB.” Moreover, this is a pioneer study to consider eWOM as a multidimensional construct rather than unidimensional, which is new in green marketing literature

Antecedents of green purchase behavior of cosmetics products: an empirical investigation among Malaysian consumers

Purpose: There is a growing need to conduct more studies to understand the green purchase behavior of cosmetics products because of its increasing trend in the emerging markets. Considering this, the study aims to shed some light on the factors that affect green purchase behavior of Malaysian consumers in the context of cosmetics product purchase. More specifically, the objective of this study is to examine the effect of altruistic and hedonic values and the mediating effect of personal norm and pro-environmental belief toward green purchase behavior. Design/methodology/approach: An online survey using judgmental sampling technique was used to gather responses from green cosmetics consumers. A questionnaire was designed to measure the study variables, which was then tested for content, and face validity and reliability prior to its administration. The structural equation modeling using the partial least squares approach (SmartPLS, version 3.7) was used to test the study hypotheses. Findings: The results revealed that hedonic value has a significant and positive effect on pro-environmental belief. However, altruistic value did not exert any significant effect on pro-environmental belief. It is also found that pro-environmental belief positively affects personal norm, and as a consequence, personal norm affects green purchase behavior. The data also support the mediating effect of pro-environmental belief in the relationship between “hedonic value and personal norm.” Nevertheless, pro-environmental belief did not mediate the relationship between altruistic value and personal norm. Lastly, personal norm mediates the relationship between “pro-environmental belief and green purchase behavior”. Practical implications: The findings from this study enable managers, marketers and policy makers to execute better green strategies that would boost consumers’ green purchase behavior toward cosmetics products. Originality/value: This study contributes to the existing literature on green purchase behavior by testing hedonic value as the antecedent and pro-environmental belief as the mediator by using the value-belief-norm theory. Moreover, this is a pioneer study to consider personal norm as the mediator of green purchase behavior