2020
DOI: 10.1088/1755-1315/549/1/012085
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Can Protection Motivation Theory Predict Consumer’s Behavioural Intention Toward the Choice of Certified Sustainable Palm Oil in Klang Valley Malaysia?

Abstract: Encouraging consumers to participate in the promotion of sustainably certified palm oil production and consumption, may require their support towards the supply value chain mechanism. Value chain mechanism are often adopted to promote sustainability and assure the consumers and protect the environment from threat associated with palm oil. we applied Protection motivation theory in this research, and analyse through many set of its indicators to serve as a valuable framework to explain pro-environmental choice.… Show more

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