STORY 1137 — DECISION MAKING

There is a saying: “Time is gold.”

It reminds us how valuable time really is. In an industrial environment, time is not merely money. Sometimes, a delay in making the right decision can lead to accidents, loss of property, enormous financial losses, and even loss of life.

As a manager of a plant operating 24/7, making the right decision at the right time is extremely important. Every decision—or failure to make one—can affect many people, especially those working at the operational level.

Some managers choose the safest option for themselves: they simply avoid making a decision.

Unfortunately, problems do not disappear just because we refuse to decide. Instead, they grow bigger and bigger until they become what I would describe as a “time bomb.”

The 200 MT Problem

One day, at a palm oil mill, there was a long-standing problem involving almost 200 MT of oil mixed with sludge.

The issue had existed for many years.

The material was stored inside a huge 2,000 MT storage tank, and because of the sludge contamination, the tank could no longer be properly utilised for CPO storage.

When a new manager took over, he decided to solve the long-standing problem.

After some discussions, the sludge oil was eventually sold at an agreed price and quality specification.

The buyer then started sending tankers to collect the oil from the tank.

But there was a problem.

Because the tank was huge, with a very large internal area, a significant amount of material would inevitably remain at the bottom after pumping. The remaining sludge, dirt and old oil amounted to almost 70 MT.

Once the pumping level became too low, the remaining sludge began to cool and solidify. It could no longer be pumped into the tanker.

And that was when the drama began.

From the Marketing Department's perspective, the remaining quantity represented significant value:

70 MT × RM3,000/MT = RM210,000.

Therefore, the instruction was clear:

The tank had to be emptied as much as possible.

From the perspective of the mill supervisor, however, the situation was completely different.

He opened the tank manhole and inspected the remaining material.

What he saw was not simply oil.

It was a mixture of sludge, water and dirt, already partially solidified. It could not be pumped, and removing it manually would be extremely difficult and unpleasant.

And he was absolutely right.

I was also there and witnessed the situation myself.

Speaking Up for the Workers

I felt a responsibility to speak up on behalf of the workers who would eventually have to carry out the work.

So, I went to see the manager and discussed the situation with him.

My hope was that he would bring the matter to a higher level of management and find a safer and more practical solution for the workers.

Unfortunately, the value of the remaining oil appeared to become the main consideration.

The instruction was given:

“Get it out—by whatever means necessary.”

And so, the workers had to do it.

The Human Chain

According to the Mongana work published in the 1980s, moisture and impurities are important parameters in maintaining the quality of crude palm oil. The commonly referenced specification of around 0.25% moisture and impurities became an important quality benchmark for CPO.

When moisture and impurities are high, deterioration and FFA development can occur more rapidly.

But our immediate problem was not even the chemistry.

It was the physical condition of the sludge.

It could not be pumped.

Therefore, the only option left was manual removal.

We formed a human chain.

One shift of workers was assigned to carry out the job.

Small buckets were used to transfer the sludge, one by one, from inside the tank towards the tanker.

Imagine the scene.

The heat.

The smell of oil.

The sludge.

The mud.

The exhausting physical work.

And, most painfully, the faces and morale of the workers.

Watching them made my heart sink.

It was heartbreaking.

Almost a Full Day

Because the work had to be done manually, the despatch operation was severely disrupted.

It took almost the entire day.

Yet after all that effort, only a few tonnes of sludge had been transferred into the tanker.

The tanker driver noticed what was happening.

He subsequently reported the situation to his company.

Then came another unexpected instruction.

The buyer was not satisfied.

They did not agree with the condition of the material being loaded and requested that the sludge already transferred into the tanker be removed again.

We were shocked.

But another instruction came from above:

“Take it out.”

So the workers had to enter the tanker and remove the sludge using the same small buckets.

Another round of exhausting manual work.

At that time, confined-space safety requirements had not yet been fully enforced as they are today, and entering such spaces had unfortunately become something considered routine.

I could not do much.

The instructions came from above, and as workers, we were expected to follow them.

But deep inside, I kept thinking:

This is what happens when a wrong decision is made at the beginning by people who have the authority to make decisions.

The consequences are often not carried by the decision-maker.

They are carried by the people at the bottom.

The Lesson I Never Forgot

Since that day, whenever I am faced with an important decision, I remember this incident.

It taught me something that no management textbook could teach me:

A decision is not just about money.

A good manager must consider the people, safety, time, quality, operational impact, cost, and long-term consequences of every decision.

Sometimes, making no decision is also a decision.

And sometimes, the decision that appears to save money today can create a much bigger cost tomorrow.

Most importantly, when we make decisions from the comfort of the office, we must remember the people who will eventually have to execute those decisions on the ground.

Think before you decide.

Because one wrong decision at the top can create a nightmare at the bottom.

And in a 24/7 operation, sometimes…

the cost of a delayed or wrong decision is not measured in ringgit.

It may be measured in human lives.

That is my story today.

STORY 1160: A PROMISE TO A KID

 

At the age of six, I received a promise from a teacher at a kindergarten in my hometown. More than four decades have passed, yet the memory of that promise remains with me.

Like many other children, starting school at the age of six was an unforgettable experience. It was the beginning of a new chapter in life, when a young child stepped out of the comfort of home for the first time to begin preschool education.

Making new friends, enjoying free meals at school, learning new things, and playing together were among the beautiful memories of childhood. I was no different.

Today, I see how educational institutions, from kindergartens and Islamic preschools such as PASTI to universities, organise award ceremonies to recognise students' achievements in academics and other areas. These ceremonies are meaningful because they encourage students to work harder, build confidence, and strive for excellence in whatever fields they pursue in the future.

After almost a year of learning, playing, and making new friends, my kindergarten organised an annual prize-giving ceremony. My name was also on the list of recipients for several achievements.

On that special day, many parents came to celebrate their children's accomplishments. When my name was called, I happily walked towards the small stage to receive my certificate and prize.

Back then, smartphones did not exist, and cameras were still a luxury that not everyone could afford. Unlike today, when almost every special moment can be recorded on a smartphone and immediately shared through WhatsApp groups and social media, those childhood memories were often kept in our hearts.

After receiving my certificate and prize, I returned to my seat. The ceremony continued with the presentation of awards to other students.

Still filled with excitement, I could not wait to open the tightly rolled certificate. But when I finally unrolled it, I was surprised to discover that something was wrong.

The name printed on the certificate was not mine. It belonged to someone else.

When the ceremony ended, I immediately told my mother. My excitement turned into disappointment, and before long, tears began to roll down my cheeks.

Seeing me on the verge of tears, my mother quickly approached the kindergarten teacher and explained what had happened. The teacher acknowledged her mistake, and the certificate was returned to her because it did not belong to me.

The teacher then confidently promised that she would give me the correct certificate a few days later.

For a six-year-old child, that promise meant everything. My sadness began to fade because an adult, someone I trusted and respected as a teacher, had given me hope. I believed that the certificate I deserved would soon be in my hands.

But days passed, and I continued waiting.

Two weeks later, the kindergarten term came to an end. The long school holidays began, lasting more than a month. Eventually, I started my primary school journey at Sekolah Kebangsaan Sabak, Pengkalan Chepa, Kelantan.

Whenever I passed the kindergarten teacher's house, I would look at it and remember the promise she had made to me.

When would I finally receive my certificate?

That simple question remained unanswered.

More than 40 years have passed since that incident. I have long moved on with my life, but the memory of that teacher and the promise she made to a little boy remains deeply rooted in my mind.

Perhaps, to an adult, it was only a small mistake involving a certificate. Perhaps the teacher had forgotten about it amid her daily responsibilities. I do not know what happened or why the promise was never fulfilled.

But to a six-year-old child, it was something important. It was a promise made by an adult whom he trusted.

Today, whenever I interact with my own children at home, my wife often reminds me about the promises I make to them.

She always emphasises one simple principle: a promise must be fulfilled.

And when my children promise to study hard and do their best, they, too, are expected to honour their words.

As a father, I have come to understand that promises are not merely words spoken in a moment. They create expectations, build trust, and shape the way children understand responsibility.

A promise may seem small to an adult, but it can mean the world to a child. When we fulfil our promises, we teach children that our words can be trusted. When we fail to keep them, even unintentionally, the disappointment may stay with them far longer than we realise.

We may forget the promises we make, but the people who believe in us may remember them for a lifetime.

That is why we should be careful with our words, especially when speaking to children. They may be young, but their feelings are real, their expectations are sincere, and their trust is precious.

A promise is a valuable thing. It costs nothing to make one, but keeping it can mean everything to someone who believes in us.

That is my story for today.

Journal Article Summary: Green Branding Influencing Skincare Products Purchase Intention

1. Overview of the Study

The journal article, “Green Branding Influencing Skincare Products Purchase Intention,” examines how social media influencers, brand trust, and brand image influence Malaysian consumers’ intention to purchase green skincare products.

The study focuses on the growing demand for skincare products marketed as environmentally friendly and made with natural ingredients. Although consumers are increasingly interested in sustainable products, businesses must convince them that their green claims are genuine and that their products are worth purchasing.

The main finding is that social media influencers have the strongest direct influence on purchase intention, followed by brand image. Brand trust, however, does not significantly influence purchase intention in this study.

2. Research Objectives

The study investigates five relationships:

• H1: Social media influencers positively influence brand trust.

• H2: Social media influencers positively influence brand image.

• H3: Social media influencers positively influence purchase intention.

• H4: Brand trust positively influences purchase intention.

• H5: Brand image positively influences purchase intention.

These relationships help explain how digital marketing and consumer perceptions influence purchasing decisions.

3. Research Methodology

The researchers collected primary data through an online questionnaire distributed using social media.

Sample size

334

Respondents

Female respondents

93.41%

312 participants

Previously purchased green skincare

89.52%

299 respondents

Influenced by social media

82.04%

274 respondents

The researchers used a five-point Likert scale, ranging from strongly disagree to strongly agree, and applied structural equation modelling to examine the relationships among the four constructs.

The sample was predominantly female, and nearly all respondents already had some knowledge of green skincare brands. These characteristics are important when considering how widely the findings can be generalised.

4. Key Research Findings

The study tested five hypotheses and supported four of them.

Hypothesis	Relationship	Result
H1	Influencer → Brand trust	Supported
H2	Influencer → Brand image	Supported
H3	Influencer → Purchase intention	Supported
H4	Brand trust → Purchase intention	Not supported
H5	Brand image → Purchase intention	Supported

The reported coefficients show the relative strength of the relationships.

Influence on Purchase Intention

Standardised path coefficients reported in the study. Brand trust's relationship was not statistically significant.

Source: Article's structural model results. The brand trust coefficient is not statistically significant (p = 0.325); the other two relationships are significant (p < 0.01).

Finding 1: Social media influencers are the strongest driver

Social media influencers have a significant positive relationship with purchase intention, with a standardised coefficient of β = 0.564.

Influencers can introduce products, explain their benefits, share experiences, and communicate with potential customers through platforms such as TikTok, Instagram, YouTube, and Facebook.

The study also found that influencers positively influence brand trust (β = 0.722) and brand image (β = 0.711).

Finding 2: Brand image influences purchasing decisions

Brand image has a significant positive relationship with purchase intention (β = 0.271).

Consumers may be more willing to purchase a green skincare product when the brand is perceived as distinctive, reputable, and environmentally responsible.

Therefore, businesses should develop a consistent brand identity and communicate the product's benefits clearly.

Finding 3: Brand trust does not necessarily lead to purchase intention

Contrary to the researchers' expectation, brand trust does not significantly influence purchase intention (β = 0.039, p = 0.325).

One possible explanation discussed in the article is greenwashing—when a business's environmental claims are perceived as misleading or insufficiently supported.

Consumers may respond positively to influencer promotions or recognise a brand, yet remain uncertain about whether its products genuinely meet their environmental claims. The study raises this as a possible explanation rather than establishing it as a proven cause.

5. Implications for Business and Marketing Management

The findings suggest several practical strategies for green skincare businesses.

• Select credible influencers. Work with influencers who demonstrate relevant knowledge, experience, reliability, and a good fit with the brand.

• Build a strong brand image. Communicate product benefits, ingredient information, and environmental positioning consistently.

• Substantiate green claims. Provide credible evidence to support claims about natural ingredients and environmental benefits, reducing the risk of perceived greenwashing.

• Use digital platforms strategically. Develop social media content that educates consumers and supports informed purchasing decisions.

• Understand customers' willingness to pay. Although the article reports that all respondents were willing to pay extra for green skincare, further research is needed to establish how much they would pay and how this varies by income.

From a management perspective, the study suggests that influencer marketing and brand positioning are important tools for attracting customers. However, marketing communication should be supported by credible product information rather than relying on promotional messages alone.

6. Limitations and Future Research

The article identifies several areas for further investigation:

1. Authenticity of green claims: Research should examine how consumers can determine whether skincare products genuinely contain the natural ingredients claimed by their brands.

2. Willingness to pay: Further studies should establish the price premium consumers are prepared to pay, particularly across different income groups.

3. Qualitative research: Interviews with consumers and sellers could provide deeper insights into the development of the green skincare market.

In addition, the study's sample of 334 respondents was heavily female and largely familiar with green skincare. The findings may therefore not fully represent all Malaysian consumers.

7. Overall Conclusion

The journal demonstrates that social media influencers play a major role in shaping Malaysian consumers' intention to purchase green skincare products. Brand image also contributes positively to purchasing intention, whereas brand trust does not show a statistically significant direct relationship in this particular study.

The broader business lesson is that effective digital marketing must combine credible communication, strong brand positioning, and verifiable sustainability claims. A brand's popularity or perceived trustworthiness alone may not be sufficient to translate consumer interest into purchasing intention.

For business leaders, the study highlights the importance of understanding consumer behaviour and aligning marketing strategies with the expectations of environmentally conscious customers.

8. A Short Summary for Your DBA Coursework

The study examines the influence of social media influencers, brand trust, and brand image on Malaysian consumers' purchase intention towards green skincare products. Using questionnaire data from 334 respondents and structural equation modelling, the researchers found that social media influencers significantly influence brand trust, brand image, and purchase intention. Brand image also significantly influences purchase intention, while brand trust does not have a statistically significant direct effect. The findings highlight the importance of influencer marketing and brand positioning in the sustainable skincare market. However, concerns about greenwashing suggest that businesses must substantiate their environmental claims to strengthen consumer confidence. The study recommends further research into the authenticity of green skincare ingredients, consumers' willingness to pay, and qualitative insights from consumers and sellers.

Sustainable Choices in Fashion: Insights into Gen Z's Purchasing Behaviour

This research examines how Generation Z (Gen Z) consumers decide whether to purchase sustainable clothing, particularly in an era where social media and digital technology strongly influence consumer behavior.

1. Purpose of the study

The main objective is to understand how four factors influence Gen Z's intention to buy sustainable apparel:

• Social media influence: Fashion trends, influencers, online reviews, and sustainability campaigns can shape consumers' purchasing decisions.

• Brand loyalty: Consumers may prefer brands they trust and believe are committed to environmental and social responsibility.

• Perceived risk: Concerns about price, product durability, quality, and whether sustainability claims are genuine may discourage purchases.

• Product quality: Consumers are more likely to consider sustainable clothing when it offers good quality, durability, comfort, and value for money.

2. Research methodology and findings

The study uses a cross-sectional survey involving 187 respondents, predominantly young adults in India, to investigate the relationships between these factors and purchase intentions.

According to the abstract provided, all four factors significantly influence Gen Z's intention to purchase sustainable clothing. This suggests that sustainability alone may not be enough; consumers also consider trust, product performance, online influence, and purchasing risks.

3. Role of digital technology and information systems

An important aspect of this journal is the connection between consumer behavior and digital transformation. It highlights how fashion businesses can use:

• Artificial intelligence (AI): To recommend sustainable products based on individual preferences.

• Augmented reality (AR): To allow customers to virtually try on clothing before purchasing, potentially reducing returns and waste.

• Blockchain technology: To improve transparency and traceability of materials, sourcing, and production.

• Social media platforms: To communicate sustainability initiatives and build customer trust.

4. Business and management implications

The research suggests that fashion companies should integrate sustainability into their business strategies rather than treating it merely as a marketing campaign. Businesses should maintain high product standards, provide clear sustainability information, offer reliable return policies, and develop personalized online shopping experiences.

These measures may help strengthen customer confidence, improve brand loyalty, and increase purchase intention.

5. Connection to the Sustainable Development Goals (SDGs)

The topic supports three relevant United Nations Sustainable Development Goals:

• SDG 12 – Responsible Consumption and Production: Encouraging durable clothing, responsible purchasing, and reduced textile waste.

• SDG 13 – Climate Action: Reducing environmental impacts associated with fashion production and consumption.

• SDG 8 – Decent Work and Economic Growth: Supporting responsible business practices and better working conditions throughout the fashion supply chain.

6. Overall conclusion

The key message of this journal is that sustainable fashion purchasing depends not only on environmental awareness but also on social influence, brand trust, perceived risk, product quality, and digital shopping experiences.

From a business management perspective, the research helps managers understand how consumer insights and information systems can support sustainable business models, strengthen customer relationships, and create competitive advantage.

Research limitation: The study surveyed 187 respondents, predominantly young adults in India. Its findings may not represent all Gen Z consumers globally, including those in Malaysia. Furthermore, purchase intention does not necessarily translate into actual purchasing behaviour.

Source: Yeo, S. F., Tan, C. L., Lim, K. B., and co-authors (2025), Sustainable Choices in Fashion: Insights into Gen Z's Purchasing Behaviour, DOI: 10.33168/JLISS.2025.0611.

Book 02 Front and Back Cover draft

 Ini adalah draft cover yang direkabentuk oleh anak ketiga saya Muhammad Luqman. Saya ingin membuat undian. Pilih mana yang anda suka?

Type 01

Type 02

Type 03

Type 04

Type 05

Type 06

Type 07

How to buy my first book? MY JOURNEY IN PALM OIL INDUSTRY

About the book

MY STORY IN PALM OIL INDUSTRY

Every journey begins somewhere.

Mine began with a willingness to learn, to work hard, and to keep moving forward. Over more than two decades, the palm oil industry has become more than a career. It has been my classroom, my workplace, and a place where I learned valuable lessons about engineering, leadership, safety, teamwork, and life.

Throughout my journey, I have experienced successes and failures, faced challenges, met inspiring people, and learned that engineering is not just about machines and technology. It is also about people, responsibility, discipline, and continuous improvement.

This book is a collection of my experiences, lessons, and reflections from the palm oil industry in Malaysia and Indonesia. It is not a story about a perfect career, but a journey of learning, growing, and becoming better through every challenge.

I believe knowledge becomes more valuable when it is shared. My hope is that these stories will inspire young engineers, future leaders, and everyone who believes in lifelong learning.

Looking back, I realise that this journey was never simply about palm oil. It was about people, perseverance, responsibility, and discovering who we are through the work we do.

This is my story. My journey in the palm oil industry.

Zulkefli Bin Muhammad | 2026

#MyStoryInPalmOilIndustry #PalmOil #Engineering #Leadership #LifelongLearning #BorneoRider

If you want to order the book, please fill this Google Form and attach the payment slip

Click link Google Form 

AI and Gen Z's Trust and Purchase Decisions

 “AI-Personalised Marketing and ESG Claims in Malaysian Online Fashion: How Do They Shape Gen Z’s Trust and Purchase Decisions?” 

The topic has three important business issues: artificial intelligence (AI), sustainability and consumer behaviour. It also addresses a practical management question:

How can online fashion businesses use AI to personalise marketing and communicate sustainability claims without losing the trust of young consumers?

The study is particularly relevant to Malaysia, where online shopping, social commerce, influencer marketing and sustainability messaging intersect. We need to establish whether AI marketing or sustainability claims influence consumers, but to understand why they work, when they work, and how businesses should manage them.

1. Break down the research title

A. AI-personalised marketing

This refers to using AI and customer data to tailor marketing messages, product recommendations, advertisements, promotions and shopping experiences to individual consumers.

Example: A Malaysian Gen Z shopper browses modest fashion on an e-commerce platform. The platform learns from their browsing and purchase patterns and recommends similar outfits, personalised discounts or products that match their style.

B. ESG claims

ESG stands for Environmental, Social and Governance. In fashion marketing, these claims communicate a brand's environmental impact, social responsibility or ethical business practices.

Examples: “Made from recycled fibres,” “ethically sourced materials,” “fair wages for garment workers,” or “transparent supply chain.”

The important issue is whether consumers consider these claims credible, meaningful and supported by evidence.

C. Malaysian Gen Z consumers

Gen Z generally refers to people born approximately between 1997 and 2012, although definitions vary. In October 2026, this spans approximately ages 14–29.

It is sensible to focus on adult Gen Z consumers aged 18–29 who shop for fashion online in Malaysia. This makes recruitment and consent procedures more manageable while keeping the study focused.

D. Trust and purchase decisions

Trust concerns whether consumers believe a fashion brand is honest, competent and reliable. Purchase decisions concern their intention to buy, willingness to choose a brand, or actual purchasing behaviour.

Example: A shopper may like a personalised recommendation but distrust a brand's sustainability claim. Alternatively, credible environmental information may strengthen trust and increase purchase intention.

The central idea is that AI personalisation and ESG communication may influence consumers differently. Personalisation may make marketing more relevant, but it can also feel intrusive. ESG claims may make a brand more attractive, but unsupported or exaggerated claims can undermine credibility.

2. Why this topic matters to businesses

Consider a hypothetical Malaysian online fashion brand selling everyday clothing, sportswear and modest fashion.

A practical business scenario

MARKETING ACTION 1

AI personalisation

The brand recommends products based on browsing history, purchase patterns and stated preferences.

MARKETING ACTION 2

ESG communication

Product pages describe recycled materials, ethical manufacturing and reduced packaging, with varying levels of supporting evidence.

CONSUMER RESPONSE

Trust, perceived value and purchase intention

Consumers assess whether the recommendations are useful, whether the brand respects their privacy and whether its sustainability claims are believable.

The business dilemma is straightforward:

• More personalisation may improve product discovery and conversion.

• More data collection may increase privacy concerns.

• Strong sustainability claims may differentiate a brand.

• Weak evidence may expose the brand to accusations of greenwashing.

• Consumers may express support for sustainability but still prioritise price, quality, convenience or style when purchasing.

The topic can produce actionable recommendations for marketing managers, e-commerce leaders, brand managers and sustainability professionals.

3. The central research problem

In this case, the research problem is that online fashion brands are increasingly able to personalise consumer experiences and communicate sustainability, yet it may be difficult to know whether these strategies build genuine trust or merely attract short-term attention.

There are four related problems.

Problem 1: AI personalisation has both benefits and risks

AI can improve relevance, convenience and product discovery. However, consumers may become uncomfortable when recommendations seem to reveal information they did not knowingly share.

For example:

• A shopper receives recommendations that match their preferred style. This may improve the shopping experience.

• A shopper sees an advertisement for a product shortly after discussing it privately or browsing similar products. They may feel monitored.

• A shopper is repeatedly shown products based on past purchases. They may appreciate the convenience or feel that their choices are being restricted.

Recent research on AI-powered fashion retail examines this balance between the benefits of personalisation, trust, perceived risk and privacy concerns.

How can retailers maximise the commercial benefits of personalisation without creating distrust?

Problem 2: ESG claims may not always be credible

Consumers often cannot independently verify claims about the materials, factories or supply chains behind a garment.

Consider these two product descriptions:

Claim A: Vague sustainability marketing

“Our clothing is environmentally friendly and sustainable.”

Problem: The claim does not explain what makes the garment sustainable or provide supporting evidence.

Claim B: Specific, verifiable information

“This garment contains 70% recycled polyester by weight. See the material specification and supplier documentation.”

Potential advantage: The claim is more specific and gives the consumer a way to assess the evidence.

Even specific claims should be accurate, appropriately substantiated and clear about their scope. A recycled-material claim alone does not establish that the entire garment is sustainable.

When brands exaggerate or misrepresent their environmental performance, the practice is known as greenwashing. A 2026 study of Gen Z consumers in the fast-fashion sector reported a strong negative association between perceived digital greenwashing and brand trust.

How do the credibility and clarity of ESG claims influence Gen Z's trust and willingness to purchase?

Positive attitudes do not always translate into purchases

A consumer may genuinely support environmental protection but still buy a cheaper, less sustainable product.

This is commonly called the attitude–behaviour gap, or, when focusing on stated intentions versus actions, the intention–behaviour gap.

For example, a shopper may:

• Prefer recycled materials but reject a garment that costs substantially more.

• Support ethical labour practices but prioritise delivery speed.

• Like sustainable fashion but prefer the style of a conventional alternative.

• Intend to buy sustainable clothing but purchase whatever is promoted during a sale.

Research on sustainable fashion continues to examine these barriers and the difference between favourable attitudes and actual buying behaviour.

Does consumer trust translate into purchase intention, and does purchase intention translate into actual purchasing behaviour?

Problem 4: AI and ESG communication may interact

This is potentially the most distinctive part of your proposed research.

Imagine two fashion brands offering the same garment at the same price.

• Brand A uses personalised recommendations and makes a broad claim that its clothing is sustainable.

• Brand B uses personalised recommendations and provides specific, transparent evidence supporting its environmental claims.

Would consumers trust Brand B more? Would the answer change if the recommendation were highly personalised but the shopper was concerned about privacy?

These questions go beyond examining AI personalisation and sustainability marketing separately. They investigate how consumers evaluate the combined experience.

The research opportunity is to test whether AI personalisation and ESG claim credibility reinforce one another, operate independently, or create tensions that affect consumer trust and purchase decisions.

This combined relationship is a potential research gap to investigate through a systematic literature review. It should not be claimed as an established gap until you have examined the latest studies, including research on Malaysian consumers.

4. What theories could support the topic?

We need a theoretical foundation that explains why the relationships between variables should exist. We need to avoid combining too many theories simply to make the framework look sophisticated.

We are considerang three main theories or frameworks.

Theory 1: Stimulus–Organism–Response (S-O-R)

A useful overarching framework

This framework explains how external stimuli influence a person's internal psychological state, which then influences a response.

• Stimulus: AI personalisation and ESG claim credibility.

• Organism: Consumer trust, perceived authenticity and perceived privacy risk.

• Response: Purchase intention or purchasing behaviour.

It provides a clear structure for connecting marketing practices with consumer decision-making.

Theory 2: Trust theory

Trust theory helps explain why consumers become willing—or unwilling—to rely on a brand.

Consumers may assess a brand's honesty, competence and integrity. In AI-enabled shopping, you should also distinguish trust in the technology from trust in the fashion brand.

For example, a shopper may trust an e-commerce platform's recommendation algorithm but distrust the retailer's environmental claims.

Theory 3: Signalling theory

Signalling theory explains how a business communicates information about product quality or otherwise difficult-to-observe characteristics.

In online fashion, shoppers cannot easily inspect the factory, verify the supply chain or test every environmental claim before buying. Product disclosures, credible certifications and traceability information can serve as signals.

A signal is more useful when it is credible and difficult to fake. A vague “eco-friendly” label may provide less assurance than a specific claim backed by verifiable evidence.

How should you select the theories?

My recommendation is to use S-O-R as the main organising framework, with trust theory explaining the central mechanism and signalling theory informing how consumers assess ESG claims.

However, you could instead use signalling theory as the primary lens if your main research emphasis is ESG credibility and greenwashing. Your final selection should follow the literature review and the specific relationships you intend to test.

A useful starting point is the 2025 study on AI-enabled services in online fashion stores, which examines trust, utility, product uniqueness and privacy over time.

5. Build a conceptual framework

I would initially recommend a model with a manageable number of variables. It should be sophisticated enough for doctoral research but not so complicated that data collection and interpretation become unmanageable.

Independent variables

Perceived AI personalisation quality

Perceived ESG claim credibility

Mediating variable

Consumer trust in the fashion brand

Explains how marketing perceptions may influence buying decisions

Dependent variable

Purchase intention

Potential moderator

Consumer privacy concern

May weaken or change the relationship between AI personalisation and trust.

This is a proposed framework, not an established finding. You would test the relationships using empirical data.

What does each variable mean?

Variable	Role	What you would measure
AI personalisation quality	Independent	Relevance, usefulness and perceived fit of recommendations
ESG claim credibility	Independent	Believability, clarity and perceived evidence supporting sustainability claims
Brand trust	Mediator	Belief that the brand is honest, dependable and acts with integrity
Purchase intention	Dependent	Likelihood or willingness to buy the advertised fashion product
Privacy concern	Moderator	Concern about how personal data are collected and used

An important distinction: If your title promises to study “purchase decisions,” a survey measuring only purchase intention may not fully deliver on that promise. You could measure recent self-reported purchases as well, or revise the title to say “purchase intention.”

Also, this initial framework treats ESG claims as perceived marketing information. If you want to investigate the entire ESG concept, you would need to address environmental, social and governance claims separately or justify a broader measurement construct.

6. Research objectives and research questions

The objectives should align directly with your research framework and the business problem.

Proposed research objectives

1. To examine the relationship between perceived AI personalisation quality and brand trust among Gen Z consumers shopping for fashion online in Malaysia.

2. To examine the relationship between perceived ESG claim credibility and brand trust.

3. To investigate the relationship between brand trust and purchase intention.

4. To determine whether brand trust mediates the relationships between AI personalisation quality, ESG claim credibility and purchase intention.

5. To examine whether privacy concerns moderate the relationship between AI personalisation quality and brand trust.

6. To develop managerial recommendations for online fashion retailers to strengthen consumer trust and purchase intention through responsible AI personalisation and credible ESG communication.

Proposed research questions

Research question	What it seeks to discover
RQ1	Does perceived AI personalisation quality influence brand trust?
RQ2	Does ESG claim credibility influence brand trust?
RQ3	Does brand trust influence purchase intention?
RQ4	Does brand trust explain how AI personalisation and ESG claim credibility relate to purchase intention?
RQ5	Do privacy concerns weaken the trust-building effect of AI personalisation?
RQ6	What practical marketing strategies can Malaysian online fashion retailers adopt based on the findings?

RQ6 is important because the study should lead to recommendations that managers can implement, not simply statistical conclusions.

7. Develop hypotheses that can be tested

If a quantitative research design, we can translate our conceptual framework into hypotheses.

H1 — AI personalisation and trust

Perceived AI personalisation quality is positively associated with brand trust.

Rationale: Relevant, useful recommendations may signal that a retailer understands consumer needs.

H2 — ESG credibility and trust

Perceived ESG claim credibility is positively associated with brand trust.

Rationale: Clear and credible sustainability information may increase confidence in the brand.

H3 — Trust and purchase intention

Brand trust is positively associated with purchase intention.

Rationale: Consumers may be more willing to purchase from brands they consider dependable.

H4 — Mediation by brand trust

Brand trust mediates the relationships of AI personalisation quality and ESG claim credibility with purchase intention.

Rationale: Marketing practices may influence purchase intention partly by shaping trust.

H5 — Moderation by privacy concern

Privacy concern weakens the positive relationship between AI personalisation quality and brand trust.

Rationale: Highly privacy-conscious consumers may respond less favourably to personalisation they perceive as intrusive.

These are proposed hypotheses, not findings. Existing research suggests that privacy and transparency matter, but their effects can depend on the context and the precise variables measured.

We should also consider whether ESG credibility and AI personalisation interact. For example, does personalisation make credible ESG information more persuasive, or does it make the message seem manipulative? That is a potentially valuable extension, but include it only if the literature and research design justify it.

8. How should you conduct the research?

My initial recommendation is a quantitative explanatory study, potentially supplemented by an experiment if wewant stronger evidence about cause and effect.

Option A: Quantitative survey

Step 1 — Define your population

Malaysian residents aged 18–29 who have purchased fashion online within a specified recent period and have encountered personalised recommendations or marketing. Establish eligibility criteria carefully, especially if participants cannot distinguish algorithmic personalisation from ordinary targeted advertising.

Step 2 — Develop a questionnaire

Use established measurement scales where appropriate, adapting them to the Malaysian online fashion context. Include questions on personalisation quality, ESG claim credibility, brand trust, privacy concern and purchase intention.

Step 3 — Conduct a pilot study

Test whether respondents understand terms such as AI personalisation, ESG and sustainability claims. Check questionnaire length, reliability, clarity and the quality of responses.

Step 4 — Collect and analyse data

Use an appropriate sampling strategy, assess measurement quality and test the hypothesised relationships. Consider structural equation modelling (SEM), including PLS-SEM if justified by your model, objectives and data characteristics.

How many respondents would you need?

Do not automatically choose 384 respondents simply because it is a commonly quoted survey sample size.

Your sample size should be determined by the statistical analysis, expected effect sizes, desired power, number of predictors, model complexity and the feasibility of recruiting eligible respondents.

For an initial planning discussion, you might explore a target of approximately 400–500 usable responses. However, this is only an illustrative planning range, not a statistically validated requirement. A formal power analysis should determine your final target, including allowances for incomplete or invalid responses.

Option B: Experimental research

An experiment may be particularly valuable because your title asks how marketing approaches shape trust and purchase decisions.

You could develop a simulated online fashion product page and manipulate two factors:

• AI personalisation: high versus low.

• ESG information: credible and specific versus vague or unsupported.

This produces a 2 × 2 factorial design.

Illustrative experimental design

Group 1

Low personalisation

Vague ESG claims

Group 2

High personalisation

Vague ESG claims

Group 3

Low personalisation

Credible ESG claims

Group 4

High personalisation

Credible ESG claims

Participants are randomly assigned to one condition. The simulated product, price, visual quality and other information should be held constant wherever possible.

After exposure, participants could rate:

• Brand trust.

• Perceived authenticity of ESG claims.

• Perceived intrusiveness of personalisation.

• Purchase intention.

• Willingness to choose the product over an alternative.

The analysis would examine the main effect of each factor and whether the combination produces an interaction effect.

My advice: A survey is generally simpler for a DBA project with limited time and resources. An experiment is stronger for testing the effects of deliberately manipulated marketing cues. A carefully designed combination of an experiment and a follow-up survey could provide richer evidence, but only if the additional time and recruitment demands are manageable.

Neither design automatically proves actual purchasing behaviour. If actual decisions are central to your thesis, consider an incentivised choice task, a behavioural outcome or follow-up purchase data where feasible.

9. What makes this a doctoral-level study rather than an ordinary marketing project?

A DBA is expected to contribute to professional practice while demonstrating rigorous academic reasoning.

Your contribution should ideally have three dimensions.

Theoretical contribution

Test whether brand trust explains how AI personalisation quality and ESG claim credibility relate to purchase intention in the Malaysian online fashion context. Examine whether privacy concern changes these relationships.

The contribution is not simply applying a familiar model in a new country. It is demonstrating what the combined framework explains, what it does not explain, and whether its proposed relationships are supported.

Managerial contribution

Develop evidence-based recommendations for online fashion businesses about the design of personalised recommendations, the presentation of sustainability evidence, consumer data controls and brand-trust management.

Contextual contribution

Investigate whether these relationships hold for adult Gen Z consumers in Malaysia, a specific market and consumer group. Do not assume that results from China, Europe or other countries necessarily generalise to Malaysia.

For the managerial output, you could develop a practical framework such as a Trust-First AI and ESG Marketing Framework. It might guide retailers to assess personalisation relevance, transparency, evidence quality, privacy safeguards and consumer responses before launching campaigns.

This framework would be your proposed practical output; you would need to derive and validate it through your research rather than claim its effectiveness in advance.

10. Is there a genuine research gap in this topic?

This is a crucial question before registering your DBA proposal.

A preliminary literature search reveals that several components of your topic have already been studied:

• AI-enabled personalisation and online fashion purchasing, including trust and privacy.

• AI personalisation in sustainable advertising, including privacy concerns and transparency.

• Digital greenwashing, Gen Z and brand trust in fast fashion.

• Malaysian Gen Z and environmentally friendly purchase intention.

This means you should not claim that AI personalisation, consumer trust, or ESG marketing has never been researched before.

The more defensible research opportunity is to investigate the specific combination of:

1. AI personalisation in online fashion.

2. Credibility of ESG claims.

3. Brand trust as a possible explanatory mechanism.

4. Privacy concerns as a boundary condition.

5. Adult Gen Z consumers in Malaysia.

You should verify whether this exact combination has already been examined in published studies, theses and conference papers. The search should include papers published in 2025 and 2026, not just older foundational research.

A possible gap statement

Although research has examined AI-enabled personalisation in online fashion retail and the influence of sustainability communication on consumer trust, these streams provide an incomplete basis for understanding how consumers evaluate both practices together. In particular, further investigation is warranted into how perceived AI personalisation quality and ESG claim credibility jointly relate to brand trust and purchase intention among adult Gen Z consumers in Malaysia, and whether privacy concerns alter these relationships. Addressing this issue could extend understanding of responsible digital marketing while providing online fashion retailers with practical guidance on balancing personalisation effectiveness, credible sustainability communication and consumer trust.

Notice the cautious wording: further investigation is warranted. That is more academically defensible than declaring a complete absence of research before conducting the review.

11. Suggested literature review and reading list

Start with the following recent studies. They are useful for mapping the field, but you should read the full articles and verify their methods, measures, limitations and theoretical contributions before using them in your thesis.

1. Understanding customers’ intentions to use AI-enabled services in online fashion stores – a longitudinal study

International Marketing Review, 2025

Useful for understanding trust, utility and privacy across the fashion shopping journey.

Read the article

2. When and how AI personalization drives sustainable purchases

Journal of Retailing and Consumer Services, 2026

Particularly relevant to AI personalisation, message relevance, privacy and transparency in eco-friendly advertising.

Read the article

3. Decoding Digital Greenwashing: A Quantitative Analysis of Signaling Theory, Brand Trust, and Purchase Intention among Generation Z Consumers in the Fast-Fashion Sector

Social Reports, 2026

Useful for developing your ESG credibility, greenwashing and trust constructs. Evaluate its methods and journal quality critically, as you should with all sources.

Read the article

4. Sustainable Choices in Fashion: Insights into Gen Z’s Purchasing Behaviour

5. AI-powered personalization in online fashion stores: Exploring the impact on shoppers’ perceived risk and intention to buy and recommend

Information & Management, 2026

Useful for examining perceived risk, trust deficits, shopping experience and purchase intention.

For foundational theory, add these classic works to your reading plan:

• Ajzen (1991), The Theory of Planned Behavior — useful if you investigate the relationship between intention and behaviour.

• Mehrabian and Russell (1974), An Approach to Environmental Psychology — foundational work behind the stimulus–organism–response perspective.

• Spence (1973), Job Market Signaling — the foundational signalling theory paper.

• Morgan and Hunt (1994), The Commitment-Trust Theory of Relationship Marketing — useful for understanding trust in marketing relationships.

For the literature review, build a matrix recording each paper's country, population, theory, variables, methodology, findings, limitations and the research opportunity it leaves open.

12. Important decisions before you finalise the title

Your current title is relevant, but it contains a few terms that need to be clarified.

Issue	Recommendation
“AI-personalised marketing”	Specify whether this means AI-driven product recommendations, personalised advertisements, AI styling tools or all of these.
“ESG claims”	Decide whether you will measure environmental claims alone or environmental, social and governance claims.
“Gen Z”	Define your age range, preferably adult consumers aged 18–29 for a manageable study.
“Purchase decisions”	Decide whether the outcome is purchase intention, self-reported past purchases or observed behaviour.
“How do they shape”	If you use a cross-sectional survey, interpret results as relationships or associations rather than definitive causal effects.

13. Practical roadmap

1. Phase 1 — Define the business problem. Identify the precise managerial challenge faced by online fashion retailers and the decisions your findings could improve.

2. Phase 2 — Conduct a systematic literature review. Search academic databases such as Scopus, Web of Science and Google Scholar. Map existing research on AI personalisation, ESG credibility, trust and Gen Z purchasing.

3. Phase 3 — Establish the research gap. Demonstrate what is already known, what remains unclear and why Malaysia provides a meaningful context for further investigation.

4. Phase 4 — Develop the theoretical model. Finalise your constructs, conceptual framework, research questions and hypotheses. Avoid including variables without a clear theoretical purpose.

5. Phase 5 — Design and validate the methodology. Choose the survey or experimental approach, conduct a power analysis, pilot the instruments and obtain the required ethics approval.

6. Phase 6 — Analyse the evidence. Evaluate measurement quality, test the hypotheses and assess the practical significance of the findings, not just statistical significance.

7. Phase 7 — Translate findings into a management framework. Recommend specific actions concerning personalization transparency, ESG substantiation, privacy controls and trust-building practices.

Final perspective

The most valuable outcome would not simply be proof that AI marketing or sustainability communication influences young consumers. It would be an evidence-based explanation of how online fashion retailers can use personalization and credible ESG communication together while protecting the consumer trust on which long-term business performance depends.

The next step is to decide the scope of your study, because that choice will determine the literature review, framework, questionnaire and methodology.

STORY 1158: SPEECH CRAFTING

In 2013, when I moved from Miri, Sarawak, to Sandakan, Sabah, I began my journey with the Sandakan Toastmasters Club.

Several years earlier, I had come to know Tn. Hj. Ir. Azmer Shamsuddin and followed him on Facebook. Seeing how actively he participated in various NGOs, including Toastmasters, inspired me to follow in his footsteps.

Eventually, I registered as a member of the Sandakan Toastmasters Club.

My first speech was the Ice Breaker, an eight-minute presentation delivered in front of members from three clubs during a joint meeting at Sabah Hotel, Sandakan. Looking back, I still remember how nerve-racking that experience was.

Fortunately, the palm oil mill where I worked was located just 19 miles from Sandakan town. This made it possible for me to attend the club's meetings every two weeks.

As I continued attending the meetings, I observed members delivering speeches, evaluating one another's presentations, and participating in various educational activities. Every meeting offered valuable opportunities to learn, build confidence as a speaker, and develop the qualities of an effective leader.

One day, a young Chinese teacher delivered a truly remarkable speech.

His topic was simple: how to use public toilets properly, particularly in schools.

He began by explaining how unpleasant it was to encounter a dirty toilet. But then he raised an interesting question.

What should we do when we desperately need to use a dirty toilet?

After all, emergencies do happen, and sometimes we simply have no other choice.

He smiled and offered three simple steps.

First, take the hose and spray water until the toilet is clean.

Second, take some tissue paper and wipe the surfaces. Once that is done, the toilet is ready to use.

Third, and most importantly, make sure you leave the toilet cleaner than it was when you first entered.

Boom!

What a presentation!

The audience burst into applause. The young English teacher had delivered his message with remarkable clarity, confidence, and effectiveness. He had used his language skills to turn an ordinary subject into an engaging and memorable speech.

I was impressed, too!

However, on my way home that evening, I began to think more deeply about what I had witnessed.

Wait a minute. All he talked about was using a toilet. What was so special about that?

The topic itself was hardly extraordinary. It was something most of us dealt with every day.

Yet somehow, he had managed to capture everyone's attention.

A few months later, I decided to ask one of the senior members, DTM Shane Ho, who was serving as our Area Director at the time, a question that had been bothering me.

"In Toastmasters, what really matters more? The content of a speech or the way it is delivered?"

He answered calmly.

"We need both," he explained.

"Imagine someone delivering a speech filled with valuable information, important facts, and profound ideas. But if the delivery is terrible, the audience may struggle to stay interested. That person might sound like a university lecturer who knows the subject inside out but fails to engage the students.

"On the other hand, if someone delivers a fantastic performance but has nothing meaningful to say, that person may end up sounding like a comedian who entertains the audience without offering much substance.

"In Toastmasters, we want to develop both."

His explanation opened my eyes.

From that day onwards, I began paying closer attention to the two essential elements of public speaking: the message and the delivery.

A good speech needs meaningful content, but it also needs an effective presentation. One without the other may fail to achieve its full potential.

And even today, I still remember that young teacher and his speech about using public toilets properly.

More importantly, I have continued practising the lesson he taught us. Whenever I encounter a dirty toilet, I remember his three simple steps and do my best to leave it cleaner than I found it.

Think about it. A speech lasting only a few minutes can influence someone's behaviour for years.

That is the power of effective communication.

Sometimes, the most memorable lessons do not come from complicated theories, grand philosophies, or profound academic discussions. They come from ordinary experiences presented in an extraordinary way.

That young teacher taught me something I will never forget: you do not need an extraordinary topic to deliver an extraordinary speech.

You simply need to know how to communicate your message effectively.

And that, my friends, is what I learned through my journey in Toastmasters.

That is my story today.

STORY 1157 — KAYAK

I was 23 years old in 2003, shortly after completing the commissioning ceremony of PALAPES Tentera Darat at Universiti Sains Malaysia (USM). A group of university friends, most of whom were also my PALAPES comrades, organised a kayaking expedition around Penang Island, starting from the mainland.

We had spent several weeks at the main USM campus in Penang preparing for our commissioning. Our bodies were still in excellent physical condition, our spirits were high, and with some semester break remaining, we decided not to return home. Instead, we took the opportunity to embark on another challenging adventure.

With more than 20 participants, we gathered at Pantai Robina, Butterworth, for training and a safety briefing. We familiarised ourselves with the kayaks and prepared ourselves for the various possibilities we might encounter during the expedition.

The plan was simple: from Pantai Robina, we would travel around Penang Island from the north, continue down towards the south, and eventually return to Pantai Robina by crossing under the Penang Bridge. Several pit stops had been identified along the route, and a Marine Police boat would escort the convoy throughout the journey.

The first day went smoothly.

The sea was relatively calm, and eventually we arrived at Tanjong Bungah. Just like at Pantai Robina, we simply slept by the beach, using ponchos and simple tents as our shelter.

At Tanjong Bungah, however, we found ourselves sleeping inside a dragon boat that had been left stranded along the beach. It was certainly not a five-star accommodation, but at 23, surrounded by good friends and adventure, it was more than enough.

Before the expedition, we had already been briefed about the challenges we might face. As newly commissioned military officers, we accepted those challenges with determination and readiness.

On the second day, however, the Marine Police informed us that the sea had become rough and was no longer safe for us to continue.

After a discussion among the team, we decided to turn back towards Pantai Robina.

As we made our way back, the waves gradually became rougher, reaching around half a metre in height. At one point, with the kayak in front almost eight metres away, I could no longer see it clearly because of the waves.

For the first time, a little fear crept in.

What if the kayak overturned?

Looking at the increasingly turbulent waves, the convoy leader eventually decided that we should stop at Batu Ferringhi Beach.

We changed direction and began moving towards the shore. With the waves pushing strongly against us, our kayaks nearly overturned as we approached the beach.

We stayed around Batu Ferringhi for a while, waiting for the sea to calm down.

While waiting, we took the opportunity to walk around the Batu Ferringhi tourist area and take some photographs. It was an unexpected break in the middle of an adventure.

By noon, the wind began to weaken and the waves gradually became calmer.

We resumed our journey from Batu Ferringhi towards Pantai Robina.

The scenery along the way was unforgettable—the waves, the coastline of Penang Island, boats occasionally passing by, and, from a distance, the magnificent Penang Bridge standing across the horizon.

It was tiring, but incredibly exciting.

Late in the afternoon, we finally arrived back at Pantai Robina.

We packed away the kayaks and rested that night after a long and exhausting expedition.

Years later, another memory of kayaking came back to me.

At the USM Engineering Campus in Seri Iskandar, there was a former tin-mining lake that had been converted into a recreational lake, with kayaks provided for students.

The moment I saw those kayaks, I became excited.

Whenever I had free time, I would go kayaking in the evening.

Looking at these old photographs today brings back so many memories.

I was young.

My body was strong.

My energy seemed limitless.

And there were always friends around me, ready to take on another adventure together.

Those were opportunities that came only once in a lifetime—and perhaps would never be repeated again.

These few photographs also made me reflect on something much deeper:

Youth is incredibly short.

We often think we have plenty of time when we are young. But before we realise it, those years have passed.

So, while we are young, use that time wisely.

Take part in healthy and meaningful activities. Build friendships. Explore. Learn. Challenge yourself. Create memories.

And most importantly, be grateful for the good people who surround us along the journey of life.

Youth comes only once.

Make the most of it.

Live it well.

And one day, when you look back, make sure you have a great story to tell.

That is my story today.