SUSTAINABLE CONSUMPTION BEHAVIOUR AMONG MALAYSIAN MUSLIMS: INTEGRATING VBN THEORY AND ISLAMIC VALUES
DOI:
https://doi.org/10.55197/qjssh.v7si4.1551Keywords:
sustainable consumption, VBN, Islamic values, sustainabilityAbstract
This study investigates the interplay between psychographic dimensions, specifically values, beliefs, and norms, in relation to sustainable consumption behavior (SCB) among Muslim consumers in Malaysia. The research uses a quantitative methodology to evaluate the relationship between the Values-Beliefs-Norms (VBN) Theory and sustainable consumption practices. Furthermore, an exploratory approach is employed to elucidate the influence of these psychographic factors on SCB. A questionnaire, meticulously developed through a prior research framework, which underwent a thorough adaptation process, was subsequently evaluated by industry professionals and esteemed scholars. The results reveal a significant positive effect of Islamic values on the New Environmental Paradigm (NEP). Furthermore, both biospheric and egoistic values showed strong correlations with the NEP. This study's findings are of great importance, providing essential insights for various organizations, especially Islamic institutions and marketers, in formulating strategic plans that align with Sustainable Development Goal 12 (SDG 12). By incorporating Islamic values into the VBN Theory, this research presents important perspectives on the relationship between values, beliefs, norms, and sustainable consumption behavior among Muslim consumers in Malaysia.
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Copyright (c) 2026 AZMI MAT, ABDUL KADIR OTHMAN, ZARINA ABDUL MUNIR, NUR LIANA KORI, NORLIZA SAIFUL BAHRY
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