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This interdisciplinary study re-evaluates the Sungai Melaka flood mitigation project’s impact on community success in Malaysia’s UNESCO World Heritage site, broadening the definition of success considering historical and cultural significance. This study aims to revisit success metrics, focusing on the project’s influence on people’s interactions, cultural well-being, social cohesion and heritage preservation.

This study explored visitors’ reviews of their experience visiting Sungai Melaka in several data collection stages. The first data collection involved a Web survey posted on Facebook to capture diverse perspectives of the population and grasp the core strand of knowledge to focus on the second data collection, the questionnaire. The final stage involved interviews to generate rich qualitative data.

The findings of this study revealed that the impact exceeded tangible outcomes, as the project impacted people’s interactions and practices. This research assesses cultural benefits, incorporating these indicators into evaluating cultural ecosystem services by capturing local visitors’ and communities’ perceptions, preferences and behaviours. The findings found that other project success attributes include identities, capabilities and experience, further defining learning, health, economics, connection to nature and symbolism.

This research explores the meaning of project success beyond the traditional metrics by capturing success from the users’ perspectives and people’s interaction and their impact on culture and well-being. The cultural ecosystem services framework used in this study is applied to explore the interactions between people and the facility and its effect on the people.

Though the concern over pro-environmental behavior is growing, there is a lack of a valid scale to measure pro-environmental behavior in nutricosmetics context. Nutricosmetics products are believed to boost health and fitness and thus gained worldwide popularity. Many consumers in recent days are purchasing nutricosmetics products because of its positive impact toward human health and less harm toward the environment. However, to date, there is no valid instrument to measure this construct. To fill this gap in the existing literature, this study aims to develop a valid and reliable scale to measure pro-environmental behavior in nutricosmetics purchase (PEB-NP).

To develop and validate the PEB-NP scale, a sequential process is followed which includes item generation, item selection, item purification and item validation. Relevant literature was reviewed and qualitative interviews were carried out to generate the items. Next, experts’ opinion was sought to select the items. Two studies were conducted (N = 150, N = 448) to explore the factor structure and to validate the scale. Exploratory factor analysis (EFA) was used to purify the scale, whereas confirmatory factor analysis (CFA) using SmartPLS (version 3) was used to validate the scale.

Based on EFA output, 14 items were retained which were then validated using CFA. The results revealed that, PEB-NP is a hierarchical multi-dimensional construct. The dimensions are “environmental aesthetics,” “conservation behavior (reduce and recycle)” and “health consciousness.” The findings from CFA confirmed the EFA results and established that pro-environmental behavior is a third-order factor model in which conservation dimension is consisted of two sub-dimensions, namely, “reduce” and “recycle” behavior.

The newly developed scale will enable the marketers and policymakers to segment their consumers based on this scale to better strategize the marketing efforts in fulfilling their needs. Not only this, the PEB-NP scale will benefit marketers in understanding the behavioral pattern and purchase preference of the pro-environmental consumers with regard to the nutricosmetics consumption. This research also provides suggestions for future researchers in the pro-environmental behavior and nutricosmetics fields.

This study is a pioneer study to develop and validate the PEB scale in the context of nutricosmetics purchase.