Green Homes Need Green Homeowners: Investigating the Predictive Power of Environmental Concern through the Lens of Theory of Planned Behaviour

This study attempts to examine the intention of homebuyers to purchase green homes in Sabah. The extended Theory of Planned Behavior (TPB) served as a framework for identifying the drivers of green purchasing behavior and their relative importance. Specifically, the objective of this study is to examine the effect of attitude, subjective norms and perceived behavioural control on intention to purchase green house. In addition to that, environmental concern and perceived self-identity are incorporated into the model as the antecedents, influencing not only one’s attitude towards a green home, but also directly towards intention to purchase green homes. Data were collected from potential homebuyers in Sabah, and analysed using Partial Least Squares Structural Equation Modelling. The findings suggested that all claimed hypotheses were supported except for social norms predictor. Implication and contribution of the study were discussed to justify the significance of this research

The awareness of the IPTA student in Sabah toward Sabah tourism board as a state government tourism promotional agency / Franklin Hazley Lai

The researcher may conclude that the IPTA students in Sabah mostly aware of the existence of Sabah Tourism Board (STB). However, the functions of the company were not widely known. Students may tend to generalize the functions according to the brand name. The major factor that contributes to the awareness is the internet/ radio. Billboards and event management may also contribute to the awareness but in a very limited way. In order for the students to get close with STB they need, STB to organize a trip for students to explore Sabah more clearly. For the promotional program which will help to improve the IPTA students’ awareness in the near future, the students would like to have tourism campaign to be held at their respective university. As a conclusion, IPTA students in Sabah agreed that STB has done a good job in promoting Sabah as a world class destination

Consumer knowledge effect on intention to purchase life insurance

Package as a financial product, life insurance is created to provide protection to the insured individual from the risk of unfavourable events such as sudden death and total disability of the policyholder that may affect the family that depends on the breadwinner in their lives. Though the market shows improvement in penetration, many still do not own life insurance. Statistically speaking 5 out of 10 Malaysians have yet protected themselves of risk in life. This study applied the modified theory of planned behaviour (TPB) mediation which includes direct and indirect effects of consumer knowledge and consumer attitude towards the intention to purchase life insurance. Non-probability purposive sampling was conducted on civil servants here in Sabah, Malaysia (N = 206) to examine their purchasing intention. The data were analysed by using partial least squares structural equation modelling (PLS-SEM) using SmartPLS 3.0. The results found that consumer knowledge and consumer attitude had significant effects on the purchasing intention of life insurance products. The findings provide a better understanding of the roles of consumer knowledge and consumer attitude on civil servants purchasing intention on life insurance products. Future study should examine how technology such as fintech and Artificial Intelligence will shape the insurance industry, particularly in Malaysia as the world are currently moving towards 4.0 industrial revolution

Touring destination and intention to consume indigenous food: A case of Kadazan-Dusun food in Sabah

Purpose: The purpose of this paper is to examine the factors influencing Sabah’s indigenous food consumption, namely Kadazan-Dusun food, among tourists from China, Europe and Malaysia (non-Sabahans). Design/methodology/approach: Survey forms were distributed to tourists from China, Europe and Malaysia using purposive sampling at tourist spots in Sabah, Malaysia. In total, 254 responses were collected, and the data were analyzed using the partial least squares structural equation modeling (PLS-SEM). Findings: The findings demonstrate that tourists from China and Europe possess some similarities in consuming indigenous food in Sabah. They enjoy trying indigenous food even they are not familiar with the food. Additionally, our findings also show that tourists from China regard sensory appeal as an important aspect of food choice. Meanwhile, it is found that convenience and mood influence Malaysian’s choice of indigenous food. Originality/value: This study provides insights regarding Sabah’s Kadazan-Dusun food consumption from foreign and domestic tourists’ perspectives. As such, it also provides direction to the local eateries and relevant tourism authorities to better promote indigenous food to foreign and domestic tourists