This study focuses specifically on the intention to pay for sewerage services in Malaysia and examines the mediating role of corporate image. The study draws on the theory of reasoned action (TRA) to examine three key constructs: attitude, subjective norm, and corporate image, influencing the intention to pay. A quantitative approach was employed and data was collected via an online survey. A total of 492 valid responses were obtained from sewerage-billed household consumers. There was a positive significant relationship between attitude and intention to pay and a positive significant relationship between subjective norm and intention to pay. There was also a positive significant relationship between corporate image and intention to pay. Corporate image mediates the relationship between attitude and intention to pay. Corporate image was also found to mediate the relationship between subjective norms and intention to pay. The study is important as it has provided pertinent insights into dealing with non-payment of sewerage services especially in Malaysia. The study offers inputs to improve payment collection for sewerage services and strategies that need to be implemented to reduce non-payment for sewerage services. Further research should be conducted in other industries that are struggling with non-payment issues.
Aaker, D. A., Kumar, V., & Day, G. S. (1997). *Marketing research: Research design and implementation* (6th ed.). New York, NY: John Wiley.
Abd Rahman, A., Asrarhaghighi, E., & Ab Rahman, S. (2015). Consumers and halal cosmetic products: Knowledge, religiosity, attitude and intention. *Journal of Islamic Marketing, 6*(1), 148-163.
Abdul Rahman, A., Abbas, N., & Syed, R. (2012). Examining a theory of reasoned action (TRA) in internet banking using SEM among Saudi consumers. *International Journal of Marketing Practices, 1*(1), 16-20.
Abiodun, O. O., Abeeb, B. O., Adebola, S. D., Adebayo, I. O., & Kehinde, O. O. (2020). What drives households’ payment for waste disposal and recycling behaviours? Empirical evidence from South Africa’s General Household Survey. *International Journal of Environmental Research and Public Health, 17*(7188).
Abraham, M. A., Martin, A., Cofie, O., & Sally, L. R. (2016). Perceptions, attitudes, and behaviours toward urban surface water quality in Accra, Ghana. *Management of Environmental Quality: An International Journal, 27*(5), 491-506.
Abu Bakar, A., Hilman, H., & Kaliappen, N. (2018). New tools for measuring global academic performance. *SAGE Open*, 1-10. https://doi.org/10.1177/2158244018790787
Abubakar, I. R. (2017). Household response to inadequate sewerage and garbage collection services in Abuja, Nigeria. *Journal of Environmental and Public Health, 2017*, Article ID 5314840, 11 pages.
Yobo, A. F. N., Njiru, C., & Sohail, M. (2006). Determinants of households' intention to pay for improved water services: An application of the theory of reasoned action. *Journal of Water Supply: Research and Technology - AQUA, 55*(6), 419-425.
Ajzen, I. (1991). The theory of planned behaviour. *Organizational Behaviour and Human Decision Processes, 50*(2).
Ajzen, I., & Fishbein, M. (1980). *Understanding attitudes and predicting social behaviour*. Englewood Cliffs, NJ: Prentice Hall.
Ajzen, I., & Fishbein, M. (2008). Scaling and testing multiplicative combinations in the expectancy-value model of attitudes. *Journal of Applied Social Psychology, 38*(9), 2222-2247.
Akdogan, L., & Durmaz, Y. (2023). Exploring the impact of consumers' attitudes towards green advertisements on the intention to purchase green products: The mediating role of environmental responsibility. *Electronic Green Journal, 1*(48).
Alafes, N., & Samikon, S. A. (2022). Impact of attitude towards eco-friendly products on dining intention and willingness to pay premium in order to improve dining behaviour among consumers in Russia Far-East. *Special Education, 2*(43).
Alamgir, M., & Uddin, M. N. (2017). The mediating role of corporate image on the relationship between corporate social responsibility and firm performance: An empirical study. *International Journal of Business and Development Studies, 9*(1), 91-111.
Aliman, K. H. (2019). Tariff review may relieve Indah Water’s structural deficit. *The Edge Malaysia*. https://www.theedgemarkets.com/article/tariff-review-may-relieve-indah-waters-structural-deficit
Alozie, N. O., & McNamara, C. (2008). Anglo and Latino differences in willingness to pay for urban public services. *Social Science Quarterly, 89*(2).
Aman, A. L., Harun, A., & Hussein, Z. (2012). The influence of environmental knowledge and concern on green purchase intention: The role of attitude as a mediating variable. *British Journal of Arts and Social Sciences, 7*(2), 145-167.
Atsan, N. (2017). Relationship between service quality, corporate image and customer satisfaction: A research on banking sector. *International Journal of Eurasia Social Sciences, 8*(29), 1244-1257.
Awang, Z. (2012). *Research methodology and data analysis* (2nd ed.). University Teknologi Mara Publication Centre (UiTM Press).
Awang, Z. (2015). *SEM made simple: A gentle approach to learning structural equation modelling*. MPWS Rich Publication Sdn Bhd.
Babcsanyi, C., & Loaimiasmina. (2019). Corporate image: Identifying building up strategies. *Agricultural Management*, *XXII*(3). Banat University of Agricultural Sciences & Veterinary Medicine.
Bahl, S., Kumar, H., & Negi, N. (2020). Impact of socio-demographics on consumers’ attitude and purchase intention towards ‘eco-friendly’ products. *International Journal of Technology Management & Sustainable Development, 19*(3).
Bang, H., Ellinger, A. E., Hadjimarcou, J., & Traichal, P. A. (2000). Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory. *Psychology and Marketing, 17*(6), 449-468.
Briliana, V., & Mursito, N. (2017). Exploring antecedents and consequences of Indonesian Muslim youths’ attitude towards halal cosmetic products: A case study in Jakarta. *Asia Pacific Management Review, 22*(4), 176-184.
Brucks, M. (1985). The effects of product class knowledge on information search behaviour. *Journal of Consumer Research, 12*(1), 1-16.
Carter, R. E. (2009). Will consumers pay a premium for ethical information? *Social Responsibility Journal, 5*(4), 464-477.
Chee, H. T., Ramayah, T., Yeap, J. A. L., & Say, K. O. (2017). Examining residents’ receptiveness towards E-waste recycling in Penang, Malaysia. *Global Business and Management Research: An International Journal, 9*(4s).
Cheng, K. W. (2020). Attitude, perceived behavioral control and subjective norm in waste segregation at source behavior: An empirical study. *Sustainable Business and Society in Emerging Economies*. 2708-2172.
Chun, S. L., Soung, H. K., & Joon, Y. L. (2006). The role of corporate image in the NCSI model: Experience from the KCSI study. *Journal of International Consumer Marketing, 19*(1).
Chung, F. H., & Ho, C. L. (2012). An empirical analysis of the influences of corporate social responsibility on organizational performance of Taiwan’s construction industry: Using corporate image as a mediator. *Construction Management and Economics, 30*, 263-276.
Clow, K. E., & Baack, D. (2010). *Integrated advertising, promotion, and marketing communications* (4th ed.). New Jersey: Pearson Prentice Hall.
Cohen, J. (1988). *Statistical power analysis for the behavioural sciences*. New York: Lawrence Erlbaum Associates.
Collier, J. E. (2020). *Applied structural equation modelling using AMOS: Basic to advanced techniques*. Routledge.
Cosmas, G. (2022). First-year university students’ psychological wellbeing through seven weeks of online learning during the COVID-19 pandemic. *Postmodern Openings, 13*(1 Sup 1), 465-479.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. *Psychometrika, 16*(3), 297-334.
Dadvar, A., Mahapatra, K., & Forss, J. (2021). Water use behaviour in a multicultural urban area in Sweden. *Sustainability, 13*, 8603.
Daim, N., & Harun, H. N. (2021). Staggering RM760 million owed to IWK in sewerage bills. *New Straits Times Press*. https://www.nst.com.my/news/nation/2021/10/740466/staggering-rm760-million-owed-iwk-sewerage-bills-nsttv
Dasgupta, P., Southerton, D., Ulph, A., & Ulph, D. (2016). Consumer behaviour with environmental and social externalities: Implications for analysis and policy. *Environmental and Resource Economics, 65*, 191-220.
Department of Statistics Malaysia. (2020). Sustainable Development Goals (SDG), Malaysia, 2019. Retrieved from https://www.epu.gov.my/sites/default/files/2021-02/Sustainable-Development-Goals-%28SDG%29-Indicators-Malays.
Eagly, A. H., & Chaiken, S. (1993). *The psychology of attitudes*. New York: Harcourt Brace & Janovich.
Elena, S. (2015). Promoting corporate image by communication and PR strategy. *Valahian Journal of Economic Studies, 6*(20), 2.
Farida, N., & Ardyan, E. (2018). The driving of customer loyalty: Relational approach, perceived value, and corporate image. *International Journal of Business and Society, 19*(1), 15-26.
Field, A. (2009). *Discovering statistics using SPSS* (3rd ed.). Sage Publications.
Fishbein, M., & Ajzen, I. (1975). *Belief, attitude, intention, and behavior: An introduction to theory and research*. Reading, MA: Addison-Wesley.
Flynn, L. R., & Goldsmith, R. E. (1999). A short, reliable measure of subjective knowledge. *Journal of Business Research, 46*, 57-66.
Gamze, B., & Omer, R.O. (2015). Determination of the effect of corporate image of health institutions on patient loyalty. *Ege Academic Review, 15*(4), 577-585.
Goerge, R. G., Kosec, K., & Wallsten, S. (2009). Has private participation in water and sewerage improved coverage? *Journal of International Development, 21*(3), 327-361.
Goh, Y. N., & Wahid, N. A. (2014). A review on green purchase behaviour trend of Malaysian consumers. *Asian Social Science, 11*(2), 103-110.
Gronroos, C. (1984). A service quality model and its implications. *European Journal of Marketing, 18*(4), 36-44.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). *Multivariate data analysis* (8th ed.). Englewood Cliffs, NJ: Prentice Hall.
Hassan, S., Shamsudin, M. F., Hasim, M. A., Mustapha, I., Jaafar, J., Adruthdin, K. F., Shukri, A., Karim, S., & Ahmad, R. (2019). Mediating effect of corporate image and students’ satisfaction on the relationship between service quality and students’ loyalty in TVET HLIs. *Asian Academy of Management Journal, 24*(Supp. 1), 93-105.
Hensher, D., Shore, N., & Train, K. (2005). Households’ willingness to pay for water service attribute. *Environmental and Resource Economics, 32*(4), 509-531.
Hill, R. P. (1994). Bill collectors and consumers: A troublesome exchange relationship. *Journal of Public Policy & Marketing, 13*(1), 20-35.
Hisamudin, H. A. (2022). What is Indah Water and what does it do? *Free Malaysia Today*. https://www.freemalaysiatoday.com/category/nation/2022/03/09/what-is-indah-water-and-what-does-it-do/
Indah Water Konsortium Sdn Bhd. (2019-2020). *Sustainability report 2019-2020*. Retrieved from www.iwk.com.my
Indah Water Konsortium Sdn Bhd. (2021). *Sustainability report 2021*. Retrieved from www.iwk.com.my
Ivantsiv, O. (2018). Metaphorical modelling in the case of cosmetic companies’ image development. *Topics in Linguistics, 19*(1), 82-92.
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. *Journal of Retailing and Consumer Services, 41*, 60-69.
Kazmi, A., & Furuichi, H. (2005). Sustainable urban wastewater management and reuse in Asia. *International Review for Environmental Strategies*.
Kotler, P. (2001). *A framework for marketing management* (Millennium ed.). Upper Saddle River, NJ: Prentice Hall.
Kotler, P., & Keller, K. (2012). *Marketing management* (14th ed.). Harlow, England: Pearson Education Limited.
Lata, K., & Narta, S. S. (2019). Managing the service quality: Comparative study on the behaviour and switching intentions of the customers. *International Journal of Research in Commerce and Management, 10*(3).
Lee, J., & Lee, Y. (2018). Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image. *Journal of Fashion Marketing and Management, 22*(3), 387-403.
Lin, Y. L., & Syrgabayeva, D. (2016). Mechanism of environmental concern on intention to pay more for renewable energy: Application to a developing country. *Asia Pacific Management Review, 21*(3).
Madari, A. (2016). Implementing the environmental management system as a factor to improve company image. *Bulletin of the Transilvania University of Bra?ov Series V: Economic Sciences, 9*(58).
Mahmood, A., & Haider, S. Z. (2020). Relationship of advertising appeals, corporate reputation and brand advocacy: The mediation role of brand loyalty. *Log Forum, 16*(2), 287-298.
Maja, H., & Vesna, Z. (2021). Antecedents of environmentally and socially responsible sustainable consumer behaviour. *Journal of Business Ethics, 171*(2), 273-293.
Manzanares, F. V. (2019). Export performance of SMEs: An empirical analysis of the mediating role of corporate image. *Journal of Small Business Management, 57*(2), 386-399.
Martinasek, M. P. (2013). Antecedents of university students’ hookah smoking intention. *American Journal of Health Behavior, 37*(5), 599-609.
McPhetres, J., Rutjens, B. T., Weinstein, N., & Brisson, J. A. (2019). Modifying attitudes about modified foods: Increased knowledge leads to more positive attitudes. *Journal of Environmental Psychology, 64*, 21-29.
Midilli, F., & Tolunay, A. (2021). An exploratory study on Turkish consumers’ attitude and purchase intention towards green products. *Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23*(1), 249-270.
Mishra, S., Jain, S., & Jham, V. (2020). Luxury rental purchase intention among millennials: A cross-national study. *Thunderbird International Business Review, 63*(3), 503-516.
Azhari, M. N. H. (2017). Hala Tuju Baharu IWK. *BERNAMA*. http://www.bernama.com/bernama/v8/mb
Montano, D. E., & Kasprzyk, D. (2015). Theory of reasoned action, theory of planned behaviour, and the integrated behavioural model. In K. Glanz, B. K. Rimer, & K. "V." Viswanath (Eds.), *Health behaviour: Theory, research, and practice* (pp. 95-124).
Mugabi, J., & Kayaga, S. (2007). Attitudinal and socio-demographic effects on willingness to pay for water services and actual payment behaviour. *The World Bank*, 1818 H Street NW, Washington, DC 20433, USA.
Munusami, C., Othman, J., Ismail, S. M., & Siwar, C. (2016). Estimation of willingness to pay for wastewater treatment service improvement in Malaysia. *International Journal of Business and Society, 17*(2), 365-374.
Mycoo, M. (1995). Utility performance and consumer willingness to pay for water in the early 1990s: Case study of Trinidad. *Department of Surveying and Land Information, The University of the West Indies*, St. Augustine, Trinidad.
Namoco, S., & Zaharudin, R. (2021). Pedagogical beliefs and learning assessment in science: Teacher’s experiences anchored on theory of reasoned action. *Journal of Turkish Science Education, 18*(2), 304-319. https://doi.org/10.36681/tused.2021.48
Nelson, B., Pei, J. K., Melissa, B., & Raymond, G. (2012). Measuring psychographics to assess purchase intention and willingness to pay. *Journal of Consumer Marketing, 29*(4), 280-292.
Ng, L. Y., Ariffin, K. S., Goh, Y. N., & Wahid, N. A. (2017). A study of factors influencing consumer’s purchase intention toward green vehicles: Evidence from Malaysia. *Global Business and Management Research: An International Journal, 9*(4s).
Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. *Journal of Retailing and Consumer Services, 8*, 227-236.
Okumah, M., Yeboah, A. S., Nkiaka, E., & Azerigyik, R. A. (2019). What determines behaviours towards water resources management in a rural context? Results of a quantitative study. *Resources, 8*(109). https://doi.org/10.3390/resources8020109
Oteng, M. P., Vries, N., & Acheampong, M. A. (2020). Households’ willingness to adopt greywater treatment technologies in a developing country – Exploring a modified theory of planned behaviour (TPB) model including personal norm. *Journal of Environmental Management, 254*.
Palanca-Tan, R. (2015). Knowledge, attitudes, and willingness to pay for sewerage and sanitation services: A contingent valuation survey in Metro Manila, Philippines. *Journal of Environmental Science and Management, 18*, 44-52.
Phonthanukitithaworn, C., Sellitto, C., & Fong, W. L. M. (2016). An investigation of mobile payment (m-payment) services in Thailand. *Asia-Pacific Journal of Business Administration, 8*(1), 37-54.
Prodanova, J., San, S., & Enez, N. J. (1999). Extended TRA with TR and applied to mobile shopping. *Multidisciplinary Academic Conference*.
Rizkitysha, T. L., & Hananto, A. (2022). Do knowledge, perceived usefulness of halal label and religiosity affect attitude and intention to buy halal-labelled detergent? *Journal of Islamic Marketing, 13*(3), 649-670.
Schiffman, L. G., & Wisenblit, J. G. (2015). *Consumer behaviour* (11th ed.). Pearson Education Limited.
Schlegelmilch, B. B., Bohlen, G. M., & Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. *European Journal of Marketing, 30*, 35-55.
Sekaran, U., & Bougie, R. (2016). *Research methods for business* (7th ed.). John Wiley & Sons.
Seligman, C., Hall, D., & Finegan, J. (2011). Predicting home energy consumption: An appreciation of the Fishbein-Ajzen model. *University of Western Ontario, Association of Consumer Research*.
Shabbir, S., Kaufmann, H. R., Ahmad, I. S., & Qureshi, I. M. (2010). Cause-related marketing campaigns and consumer purchase intentions: The mediating role of brand awareness and corporate image. *African Journal of Business Management, 4*(6), 1229-1235.
Shenchiou, J. (1989). The effects of attitude, subjective norm, and perceived behavioural control on consumers’ purchase intentions: The moderating effects of product knowledge and attention to social comparison information. *National Science Council ROC, 9*(2), 298-308.
Srivastava, R. K., & Wagh, S. (2020). Factors impacting consumer purchase behaviour for pharmaceutical products. *International Journal of Healthcare Management, 13*(2), 113-121.
Tak, J. C., Irwan, N. Z., Adzharuddin, N. A., & Hon, T. H. (2022). The influence of service quality and corporate image of Royal Brunei Airlines: A partial least square approach. *International Journal of Business and Society, 23*(2), 949-966.
Tehobanoglous, G., Burton, F. L., & Stensel, D. (2003). *Wastewater engineering: Treatment and reuse* (4th ed.). McGraw-Hill Higher Education.
Thakur, R., & Srivastava, M. (2014). Adoption readiness, personal innovativeness, perceived risk, and usage intention across customer groups for mobile payment services in India. *Internet Research, 24*(3), 369-392.
Timbuong, J. (2019). Indah Water to collect 14 years of arrears from premises with court order. *The Star*. https://www.thestar.com.my/news/nation/2019/11/07/indah-water-to-collect-14-years-of-arrears-from-premises-with-court-order
Tining, T., & Subriadi, A. (2020). Factors and theories for e-commerce adoption: A literature review. *International Journal of Electronic Commerce Studies, 11*. https://doi.org/10.7903/ijecs.1910
Trivedi, R. H., Patel, J. D., & Savalia, J. R. (2015). Pro-environmental behaviour, locus of control and willingness to pay for environmentally friendly products. *Marketing Intelligence & Planning, 33*(1), 67-89.
Trompenaars, F., & Coebergh, P. H. (2015). *How to understand and apply the world’s most powerful business tools*. Infinite Ideas.
Tso, C. P., Low, K. S., & Balamurugam, G. (1990). Public perception towards sewerage treatment plants in selected areas in Selangor and Kuala Lumpur, Malaysia. *University of Malaya, 10*(2).
Ujang, Z., & Yusop, Z. (2015). Study on the current issues and needs for water supply and wastewater management in Malaysia. *Academy of Sciences Malaysia, 2*.
United Nations World Water Assessment Programme, WWAP. (2017). *The United Nations World Water Development Report: Wastewater: The untapped resource*. UNESCO.
Untaru, E. N., Ispas, A., Candrea, A. N., Luca, M., & Epuran, G. (2016). Predictors of individuals’ intention to conserve water in a lodging context: The application of an extended Theory of Reasoned Action. *International Journal of Hospitality Management, 59*, 50-59.
Veljkovic, D., & Petrovic, D. (2011). The role of corporate image in the process of company takeovers. *Megatrend Review, 8*(1), 77-94.
Venkatesh, V., & Davis, F. D. (2000). Theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. *Management Science, 46*(2), 186-204.
Vicente, M. M. A., Fernandez, S. A., & Izagirre, O. J. (2013). Environmental knowledge and other variables affecting pro-environmental behaviour: Comparison of university students from emerging and advanced countries. *Journal of Cleaner Production, 61*, 130-138.
Wan, E. (2020). Media statement. Indah Water Konsortium Sdn Bhd. Retrieved from http://www.iwk.com.my
Wear, S. L., Acuna, V., McDonald, R., & Font, C. (2021). Sewage pollution, declining ecosystem health, and cross-sector collaboration. *Biological Conservation, 255*, 109010.
World Health Organization & UNICEF. (2015). *Progress on sanitation and drinking water, update and MDG assessment*. WHO Library Cataloguing-in Publication Data.
Xiaowen, X., & Lin, C. (2018). Effects of cognitive, affective, and behavioural factors on college students’ bottled water purchase intentions. *Communication Research Reports, 35*(3), 245-255.
Yu, L., Segev, S., & Villar, M. E. (2017). Comparing two mechanisms for green consumption: Cognitive-affect behaviour vs theory of reasoned action. *Journal of Consumer Marketing, 34*(5), 442-454.
Zafer, B., & Buse, G. (2019). Analysis of the effects of corporate image on purchasing behaviours in insurance companies. *International Journal of Eurasia Social Sciences, 10*(37), 935-954.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. *Journal of Marketing, 52*(July), 2-22.
Zheng, G. W., Siddik, A. B., Masukujjaman, M., Alam, S. S., & Akter, A. (2021). Perceived environmental responsibilities and green buying behaviour: The mediating effect of attitude. *Sustainability, 13*(1), 35.
(Chelliah et al., 2024)
Chelliah, V., Karim, J. A., & Samat, N. (2024). Consumer Intention to Pay for Sewerage Services and the Role of Corporate Image as a Mediator. International Journal of Academic Research in Business and Social Sciences, 14(7), 884–908.
Copyright: © 2024 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode