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Purpose This study aims to examine the direct effect of compensatory health beliefs (CHBs), environmental self-identity and perceived environmental responsibility (PER) towards consumers' pro-environmental behaviour (PEB). Moreover, this study also investigates the mediating role of PER. Design/methodology/approach Data were collected from nutricosmetics consumers in Malaysia. A questionnaire survey was carried out in three major shopping complexes in Klang Valley areas, which generated 448 completed usable responses. The partial least square technique (SmartPLS, version 3) was used to analyse the data and to test the study hypotheses. Findings The results revealed that CHBs, environmental self-identity and environmental perceived responsibility positively affect consumers’ PEB in nutricosmetics consumption. Additionally, data supported the mediating role of PER in the relationship between CHB, environmental self-identity and PEB. Practical implications It is expected that the study findings will provide significant insights to help marketers and policymakers about consumers’ nutricosmetic products consumption. It will help the marketers to plan for effective marketing strategies to produce environmentally friendly products and to serve the green consumer segment effectively. Moreover, companies attempting to launch new nutricosmetics brands may find the results helpful in understanding PEB. Originality/value This study is among the pioneers to examine consumers’ PEB of nutricosmetics products. Moreover, there is a dearth of studies that have investigated the PEB of consumers in regard to the CHBs, environmental self-identity and PER towards nutricosmetics consumption. Additionally, this study examines the mediating role of PER between “CHBs and PEB” and “environmental self-identity and PEB”, which are yet to examine in the past literature in the field.

Purpose – The purpose of this paper is to explore the attitudes of two key groups of stakeholders (n=22) from academia and industry toward the nature of business ethics and their integration and inculcation in MBA programs in Malaysia. Design/methodology/approach – This is a qualitative study based on n=22 interviews with stakeholders from academia and industry. Findings – The main findings of the study indicate that respondents in this context tended define business ethics with reference to factors such as the interests of organizational stakeholders, environmental issues, property rights, and religion. It was also found that the respondents tended to consider ethical business practice to be primarily a social and religious obligation rather than representing a specific requirement of the workplace which could and should be developed during an MBA program. Research limitations/implications – The implications of the study are discussed in relation to some of the barriers that may exist to integrating business ethics into MBA programs in Malaysia. Originality/value – The study highlights the widely held view among the respondents that employees’ business ethics are primarily attributable to family upbringing, including religious instruction thus limiting the perceived need for and effect of later training and education in business ethics.