Previous environmental sustainability studies have examined only limited type of pro-environmental behaviour (PEB; e.g., recycling), but have not explored relationships among various types or dimensions of PEBs. This paper explores six types of PEBs (i.e., activist, avoider, green consumer, green passenger, recycler and utility saver) and investigates their antecedents and interrelationships between two ethnic groups—Malays and Chinese in Malaysia. Survey data from 581 respondents, comprising 307 Malays and 274 Chinese, were used to assess the research model. To conduct multi-group analysis, the study used partial least squares structural equation modelling in SmartPLS 3. The study extends the Value-Belief-Norm (VBN) theory by using social norms to predict PEBs. The results suggest that social norms predict each type of PEB, in contrast to other constructs in VBN theory, except for utility-saving behaviours. The findings also reveal some similarities as well as differences between Malays and Chinese, indicating that the two ethnic groups are not homogeneous. The study is the first to simultaneously study six types of PEB and to examine the differences between Malays and Chinese on PEB constructs and offers a valuable contribution to the literature by extending VBN theory to social norms and PEB.

Purpose: Mobile shopping is expected to emerge as a new way of shopping as the Asia Pacific region moves towards the digital era. It is important to understand factors that influence consumers’ intentions to adopt this new shopping channel, especially in developing countries such as Malaysia where it has the fastest growing mobile penetration rate in the world. The purpose of this paper is to integrate the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB), and includes additional variables such as personal innovativeness (PI) and trust. Design/methodology/approach: Empirical data from 453 consumers were tested against a proposed model using partial least squares structural equation modelling. Findings: Findings suggest that most of the constructs in the model (i.e. trust, perceived ease of use, perceived usefulness, attitudes, PI and perceived behavioural control) influence a shopper’s intentions towards adopting mobile shopping. For example, consumers’ attitudes towards M-shopping adoption is higher if a system is not complex and easy to use; if consumers can easily pull out their mobile devices from their pockets to browse or shop by using just one finger, without a complicated process, they tend to use M-shopping channels. In addition, when mobile technology is user-friendly and free from mental effort, it creates positive perceptions that the system is useful, developing stronger intentions for consumers to adopt this alternative. Originality/value: Since M-shopping is a personalised activity that involves money transactions, consumers are more cautious with adoption intentions, and do not follow social norms blindly. Thus, the empirical evidence from Malaysian consumers contributes to literature with insights into their specific m-shopping behaviour in this emerging market. In addition, from a theoretical perspective, the research model in this study integrates both TAM and TPB to provide a holistic view of consumers’ M-shopping adoption intentions in an emerging market, incorporating user-centric factors (i.e. trust and PI). An important finding which differs from other studies is that the relationship between subjective norms and behavioural intention to use M-shopping was not significant, which is contrary to the findings of previous studies. Moreover, attitude was found to mediate the effect of PEOU and PU on consumer’s intention towards mobile shopping adoption. The validated instrument would serve as a useful guideline for researchers during development and refinement of studies on M-shopping.