Ethical Consumer Perceived Value in Sustaining Recycling Behaviour

Recycling has imparted meaningful experience and perceived value from individual’s recycling activities. Consumer perceived value (CPV) is important in defining consumers’ experience that connects with one’s goals, inclinations and mental models; perceived valuable and beneficial, thus motivate sustainable behavior. This study sought to understand how ethical consumer perceived value (ECPV) influences the sustaining of recycling behavior. Nine interviews were conducted at The Federal Territory of Putrajaya for this interpretive study. It identifies two taxonomies of ethical perceived value (EPV) in individual’s sustainable recycling experience. First, ethically desirable value (EDV) taxonomy (six drivers), second, spiritual/religious value taxonomy (three drivers). This paper concludes with the value-map taxonomy of ECPV on Recycling to guide in mapping a strategic social marketing practice in Malaysia’s government policy to motivate good social conduct among individual and society.