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Stakeholder Expectations Toward Green Environment: “Malaysia Go Green” through MYSaveFood Initiative

Green Behavior and Corporate Social Responsibility in Asia

ISBN: 978-1-78756-684-2, eISBN: 978-1-78756-683-5

Publication date: 30 May 2019

Abstract

Subject Area

Marketing Management, Consumer Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case illustrates the challenges related to creating awareness toward green environment in Malaysia. It revolves around the issues pertaining food losses and waste along the supply chain from farms to table. Food losses and waste are of the important manifestations of the inefficiencies that plague our food systems. Statistics by the Food and Agriculture Organization (FAO) reported that around 1.3 billion tons of food is lost and wasted every year in the world. In Malaysia, the estimated food loss is around 400,000 tons in 2015 and is increasing every year. The amount of food loss could feed around 370,000 people in a year. It is recognized that household and individual behaviors have a great impact on the environment. The individual and household behavior contributed to ecological imbalance. Personal consumption and behavior create large-scale problems such as climate change, pollution, biodiversity loss, and natural resources depletion. Green behavior relates to activities that minimizes harm to the environment. These include minimizing energy use, utilizing efficient technologies, and reducing food waste and food loss. There is increasing policy interest on managing green behavior to ensure sustainable living and environment in Malaysia. Ministry of Agriculture and Agro-based Industry (MOA) aims to embark a Green Initiative that focuses on the management of food loss and food waste. The Minister has directed The Malaysian Agricultural Research and Development Institute (MARDI) to lead the project. The Director General of MARDI requested Dr Ain Hanim, the director of Corporate Communication Centre to come out with a proposal. This proposal will be discussed at the management meeting at the middle of March, so that the Director General could present it at the Ministry’s management meeting. Taking account the whole picture, Dr Ain Hanim is now contemplating whether to propose a strategic planning that focuses on either (1) to run nationwide awareness campaign on food loss and waste (FLW), (2) to conduct impactful studies on current Malaysian Save Food (MYSaveFood) awareness campaign, or (3) to implement new policies on reducing FLW, food rescue, and food safety. Different strategy requires different amount of budget and also creates different level of impacts. She is in dilemma on which options should be the best for Malaysia.

Expected Learning Outcomes

The objective of this case is as follows:

  • to introduce students about the MySaveFood awareness programs in order to develop their understanding about the need for saving foods;

  • to expose students to the green concepts such as food loss and food waste; and

  • to train students on identifying factors and strategies that can lead to find a solution in regard to implement green activities.

Keywords

Citation

Suhaimi, A.H.M.S., Kamaruddin, A., Mohd Masdek, N.R.N. and Dardak, R.A. (2019), "Stakeholder Expectations Toward Green Environment: “Malaysia Go Green” through MYSaveFood Initiative", Quoquab, F. and Mohammad, J. (Ed.) Green Behavior and Corporate Social Responsibility in Asia, Emerald Publishing Limited, Leeds, pp. 3-16. https://doi.org/10.1108/978-1-78756-683-520191003

Publisher

:

Emerald Publishing Limited

Copyright © 2019 Emerald Publishing Limited