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

Journal of Logistics, Informatics and Service Science, 2025

A relevant starting point for Malaysian academic research on sustainable apparel and Gen Z purchasing behaviour.

Read the article

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.

Recommended working title

“AI-Personalised Marketing, ESG Claim Credibility and Purchase Intention among Gen Z Online Fashion Consumers in Malaysia: The Mediating Role of Brand Trust and the Moderating Role of Privacy Concern.”

Copy title

Why I prefer this version:

• It identifies the two marketing-related predictors.

• It specifies brand trust as the proposed mediator.

• It identifies privacy concern as the proposed moderator.

• It makes purchase intention the clearly defined outcome.

• It specifies the Malaysian online fashion context.

If you intend to measure actual purchasing behaviour, retain “purchase decisions” or “purchasing behaviour” and design your data collection accordingly.

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 personalisation transparency, ESG substantiation, privacy controls and trust-building practices.

Final perspective

I believe this topic has good potential for a DBA, provided you narrow its scope and establish a defensible research gap. 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 personalisation 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.

STORY 1156 — ENGINEER

Last week, I attended my second child's graduation ceremony in the southern part of Malaysia.

It was a proud moment—celebrating his perseverance, excellent academic results, and successful completion of his studies at the MARA Junior Science College (MRSM), beginning in Sandakan and later continuing his studies at another MRSM in the south.

During the award presentation, I found myself waiting to hear whether any of the students had dreams of becoming an engineer.

Alhamdulillah, one of the students did.

He wanted to become a mechanical engineer.

That simple statement made me genuinely happy.

Last year, I had the opportunity to participate in a career session at MRSM Kuala Terengganu. The careers that attracted the most attention were becoming a pilot and a business owner.

Not many students wanted to become engineers.

Yet Malaysia is expected to need around 60,000 professional engineers by 2030.

The numbers behind this aspiration are somewhat concerning. According to data from the Board of Engineers Malaysia (BEM) as of August 2026, there were around 237,000 registered graduate engineers in Malaysia. However, only 10,685 were registered as Professional Engineers.

At the same time, statistics from ILMIA indicated that in Q2 2025, there were 78,342 vacancies related to TVET, representing approximately 27.8% of total job vacancies. The occupations identified included engineers and technicians in mechanical, electrical, electronic, civil and chemical industries.

The Malaysia Education Statistics 2025 also showed that students' interest in STEM increased from 40.95% in 2021 to 50.83% in 2024.

But the bigger question remains:

How many of these students will eventually continue their studies and build their careers as engineers?

Today, we also hear people saying that engineering is a scam.

Spend four years at university studying engineering, only to graduate and receive a salary of less than RM3,000.

So, is engineering really a scam?

For me, the answer is no.

Hearing that a student still dreams of becoming a mechanical engineer reminded me that there are still young people who are not completely influenced by social media—where we constantly see stories of influencers building wealth and becoming millionaires almost overnight.

What is often missing from those stories are the years of struggle, failure, discipline, sacrifice and perseverance that came before the success.

Of course, there are influencers who are genuinely outstanding. Khairul Aming is one example. What I find interesting is that he himself did not deny the value of his engineering education. He studied mechanical engineering at university, built his early career in logistics, and only later devoted himself fully to his passion and became a successful influencer and entrepreneur.

The world is changing extremely fast.

Even global conflicts have entered a different phase. Ballistic missiles capable of travelling thousands of kilometres, drones, advanced weapon systems and sophisticated technologies are reshaping the nature of modern warfare.

Behind all these technologies are engineers, scientists and technocrats.

This is where engineers and technocrats become important in steering the direction of a nation.

We need engineers in various fields—not merely to fill vacancies, but to build a technocratic nation and, more importantly, a nation of creators and innovators.

If someone asks me:

“Why did you choose to become a mechanical engineer?”

My answer would be simple.

Since I was young, I enjoyed building things and helping my mother around the house. Perhaps my mother once prayed that I would become an engineer.

When I entered university, mechanical engineering was not my first choice.

It was actually my third choice, after medicine and electrical engineering.

But I was offered a degree in mechanical engineering, and I graduated with that qualification.

After graduation, I left university life completely and focused on one thing:

finding opportunities and building my career.

I moved between several workplaces before eventually settling into the palm oil industry.

Throughout my career in the palm oil industry, I focused on building important competencies—Steam Engineer, Internal Combustion Engine Engineer, and a Diploma in Palm Oil Milling Technology and Management.

Later, I continued my studies at MBA level and pursued various other competencies, including Lead Auditor for ISO, MSPO and Train the Trainer, among others.

I learned that in every career, there will always be examinations, certifications, competencies and professional requirements that we must go through according to the field we choose.

But after more than 22 years working as an engineer, I have come to understand that engineering is not merely about machines, calculations, drawings or technical knowledge.

For me, engineering is about building systems.

Throughout my career, I have built systems at the workplace—whether related to safety, processes, reliability, productivity, or simply making it easier for people to perform their work.

And there is a principle in Islam that has always resonated with me:

When we make things easier for others, Allah will make things easier for us.

Even when given authority, I must always remember that leadership is an amanah.

The fundamental qualities of the Prophet Muhammad SAW—Siddiq, Amanah, Tabligh and Fatanah—remain important principles for me.

Above all, I try to follow the example of Rasulullah SAW, who was known as Al-Amin—the trustworthy one.

He did not deceive people.

He spoke the truth.

And he carried his responsibilities with integrity.

As engineers, we are sometimes given the responsibility that directly affects people's lives.

That is a very great amanah.

If removing a thorn from a road can be considered an act of goodness, imagine the reward when we create a system that can prevent an accident and save the life of a worker.

That is why, after more than 22 years, I am still an engineer.

Not because engineering is simply a job.

But because engineering gives me the opportunity to build systems, solve problems, make people's work safer and easier, and ultimately serve humanity.

Perhaps that is the real answer to the question:

Why am I still an engineer?

Because behind every machine, every process and every system, there is a human life that deserves to be protected.

That is my story today.

The unsaponifiable matter (unsap)

The unsaponifiable matter (unsap) content in the residual oil extracted from palm oil mill effluent (POME) typically ranges around 1.033% by weight. 

Characteristics of POME Residual Oil Unsaponifiable Matter

Percentage: ~1.033% wt/%w of the extracted residual oil.
Context: POME contains about 0.6% to 0.7% residual oil/grease, which holds minor components like carotenoids, sterols, and higher alcohols that comprise this unsaponifiable fraction. 

Unsaponifiable Matter (Unsap) Range

The normal range for unsaponifiable matter (the components like sterols, tocopherols, carotenoids, and squalene that do not turn into soap) varies depending on whether you are measuring pure oil or the residual oil extracted from wastewater: 

• Crude / Refined Palm Oil: Typically 0.2% to 1.2%. International standards (such as Codex Alimentarius and FOSFA) explicitly restrict unsaponifiable matter to a maximum of 1.0% to 1.3% by weight for genuine edible palm oil.
• Palm Oil Mill Effluent (POME) Residual Oil: Typically 0.3% to 1.1%. POME itself is a watery, acidic wastewater slurry containing about 0.5% to 2% residual oil. When that residual oil is solvent-extracted from POME, its natural unsaponifiable matter sits around 1.03%. 

What it Means if the Unsap is Above 4%

If a laboratory test returns an unsaponifiable matter value above 4%, it indicates a severe abnormality or quality defect:

1. Adulteration or Contamination with Mineral Oils: This is the most common reason for artificially high unsap levels. Because petroleum-based products (like engine lubricants, paraffin, or fuel oils) cannot be saponified by alkalis, any presence of these oils will falsely inflate the unsap percentage.
2. Severe Oil Oxidation and Degradation: Highly oxidized or poorly stored palm oil contains a high concentration of polymerized fatty acids. During testing, these polymers frequently co-extract alongside the unsaponifiable matter, artificially raising the final value.
3. Heavy Concentration of Non-Oil Organic Additives: If the sample is derived from a heavily concentrated POME sludge or pond sediment, the solvent used in the extraction test may have accidentally stripped out non-fatty organic materials (like waxes, heavy pigments, or complex cell-wall material from the palm fruit fiber) rather than pure lipids. 

If you are analyzing this for commercial or processing purposes, an unsap level above 4% means the batch fails standard industrial specifications and is unsuitable for food-grade usage or standard biodiesel feedstock without extensive pretreatment. 

STORY 1155 — LINKEDLN

Yesterday, I asked my second son to open a LinkedIn account.

I am not even sure how to pronounce it correctly until today. He asked me, “Are you asking me to open an account because I want to look for a job?”

I told him, “No. There are many interesting things on LinkedIn, and you should have an account.”

LinkedIn is a social media platform with its own unique impact. For me, I often open LinkedIn to look for something positive that can become my daily source of motivation.

Sometimes, I see people in my professional network sharing their achievements, milestones, projects, or career journeys. In one way or another, their stories inspire me. Seeing other people achieve something meaningful can quietly awaken the desire within us to strive for something similar.

There was a time when I had almost 5,000 followers on LinkedIn. Eventually, however, I decided to close that account for several reasons. Later, I created a new account, but this time I became more selective about the people I chose to follow.

I wanted to build a positive circle.

On LinkedIn, I follow several individuals who consistently share things that I find positive, beneficial and meaningful. One of them is Dato' Dr. Hj. Ahmad Sabirin Arshad, President and Group Chief Executive Officer of SIRIM Berhad.

His academic and professional journey is remarkable.

He obtained a B.Sc. in Marine Engineering from California Maritime Academy in 1986, a Diploma in Education from Universiti Teknologi Malaysia in 1988, a Master of Engineering in Mechanical Engineering from Universiti Malaya in 1990, and a Ph.D. in Mechanical Engineering, specialising in Combustion, from the University of Wales College of Cardiff, UK, in 1993.

Throughout his career, he has been involved in several significant Malaysian aerospace and space-related programmes. He was among the Malaysian engineers involved in the development of MEASAT-1 together with Hughes Aircraft Company, which is now part of Boeing. He was also involved in TiungSAT-1 and RazakSAT, as well as providing technical and logistical support for Malaysia's first Angkasawan mission to the International Space Station (ISS) in 2007.

After serving in SIRIM, he later joined Boustead, where he served as Group Chief Executive Officer before becoming Group Managing Director.

For me, people like him represent a positive circle.

Following their journeys, reading their thoughts and learning from their experiences can become a source of motivation. They remind me that there is always room to learn, improve and pursue excellence in whatever field we choose.

But LinkedIn is not only about looking for a job.

There are many other benefits.

It can be a platform for building a professional personal brand, making our career experience more visible, developing professional networks, building a reputation as a knowledge creator, supporting learning at university—from degree and master's programmes to Ph.D. studies—exploring career opportunities, maintaining a career portfolio, and gaining insights from people across different professional fields.

I gave my son another example from my own experience.

Several years ago, I came across an article on LinkedIn written by a General Manager of a palm oil refinery in Sandakan, Sabah. The article discussed energy efficiency in a large refinery plant. I also learned that he was a competent Renewable Energy Manager.

At that time, I simply followed him and read what he shared.

But one of his articles eventually became a small spark that changed the direction of my own journey.

After reading his article and following his professional sharing on energy efficiency, I became interested in learning more about the subject. A few months ago, I decided to take the Renewable Energy Manager Type 1 course. Eventually, I became a Renewable Energy Manager myself, walking along a path similar to the person whose article had inspired me in the first place.

Think about that.

It started with just one post on LinkedIn.

One person shared his knowledge.

Another person read it.

That knowledge created curiosity.

Curiosity led to learning.

Learning led to action.

And action eventually created a new professional capability.

That is the power of sharing knowledge.

Sometimes, we never realise how far our words can travel or whose life they might influence. A simple article that we write in our spare time may become the very thing that motivates someone else to take a new step in life.

That is why I told my son to open a LinkedIn account.

Not simply to look for a job.

But to learn, connect, share, build and be inspired.

And perhaps, one day, he may also share something that inspires someone else to begin their own journey.

One post can become one spark.
One spark can become one journey.

That is my story today.

STORY 1154 — SAFETY GOLDEN HAT

When our group of companies was acquired by a multinational petroleum company, safety transformation became one of the most significant changes we experienced.

The standards were high—much higher than what the local industry was accustomed to—and compliance was non-negotiable.

One of the key requirements was ensuring that all suppliers and contractors were competent, certified, and fully compliant with strict safety standards.

For us in Lahad Datu, this was a major challenge.

Lahad Datu is not a petroleum-based industrial town like Kota Kinabalu or Sipitang. Qualified vendors, competent contractors, certified riggers, lifting supervisors, and specialised equipment were limited. Distances were far, logistics were difficult, and costs were high.

But safety does not negotiate with geography.

So, the journey began.

We called in every supplier and contractor. We explained clearly what the new safety requirements were and what level they needed to achieve.

But we did not simply demand compliance.

We provided support.

If they did not have fire-retardant coveralls, we loaned them ours.

We shared information on where they could purchase compliant PPE.

When competent riggers and lifting supervisors were required, we brought trainers from Kota Kinabalu and conducted in-house rigging training.

We even sent our engineers all the way to Terengganu to be certified as lifting supervisors.

We began implementing formal lifting plans.

Every crane had to meet the required safety standards.

No exceptions.

There were times when we had to mobilise one of only two specialised cranes available in Sabah just to carry out a thickness inspection on a 42-metre boiler chimney.

The cost was extremely high.

But we never hesitated.

Because safety was worth it.

The first year was tough.

Finding vendors who could meet our safety expectations was difficult. Progress was slow, and resistance was real.

But after more than two years of consistent transformation, the change became visible.

Today, competent vendors are available.

Local contractors have grown together with us.

They are no longer compliant only when working with us—they carry the same safety culture wherever they go.

Our high safety standards became known within Lahad Datu and across Sabah.

They became part of our identity.

That reputation eventually played a role in us receiving our first Golden Hat Award within the company.

Our guiding principle has always been clear:

“Above the industry standard.”

And most importantly, since the end of 2022, we have recorded zero accidents.

No injuries.

No lost-time incidents.

People work with greater confidence.

Trust in the system has grown.

And that, above all, is the greatest achievement.

Because true safety success is not about awards or recognition.

It is about making sure everyone goes home safe.

That is my story today.

Alignment

STORY 1153 THE AWARD CEREMONY

As I approach the age of 50, or what I sometimes call my fifth series, I find myself attending more and more ceremonies where my nieces, nephews, and other young family members graduate, complete their studies, or receive their commissions and awards.

At the same time, my own children have been growing up. Year after year, they too have walked onto stages to receive certificates, awards, and recognition for their achievements.

I have five children, and throughout their growing years, their mother was the one who raised and guided them almost entirely on her own whenever I was away. I was often far from home, deeply focused on my career and responsibilities, trying to bring a halal income back to the family.

One day, I happened to come across an old photograph of my own graduation in 2003, followed by another photograph from my wife's graduation the following year.

I remember my graduation ceremony very clearly. Many members of my family had travelled from Kelantan to be there. It was also a special occasion because, for the first time, I introduced my future wife to my extended family.

Then I looked at the next photograph—the memory of my wife's graduation ceremony.

I was there too.

But strangely, I could not remember much about that particular day.

When I told my wife about it, she began to bring those memories back to me. She reminded me that I had taken leave from work, flown all the way from Lahad Datu, Sabah, and made the effort to be there for her graduation.

She even remembered that I had paid for a photographer so that we could have photographs to remember the occasion.

My wife has always been deeply interested in psychology, although she herself graduated with a degree in Aerospace Engineering. She explained something that made me think deeply.

Perhaps, at that time, she said, I felt safe.

And because I felt safe, perhaps my mind did not hold on to many details of the occasion.

Then she told me something I had completely forgotten.

On that day, none of her family members were there.

She had been very sad.

As she told me that, I could imagine how she must have felt standing there on such an important day of her life, receiving her degree in Aerospace Engineering, without her own family around her.

Perhaps that was one of the reasons I had tried so hard to be there.

I may not remember every detail of that day.

But I was there.

Twenty-two years have passed since then.

My wife has since raised five children.

From their earliest days in PASTI kindergarten, through primary and secondary school, all the way to university, she was the person who showed up.

She attended their school ceremonies, graduation ceremonies, award presentations, parents' meetings, and countless other occasions.

Every certificate.

Every award.

Every small achievement.

She was there.

Sometimes, she would jokingly complain about the long names I had given our children. Filling in school forms became a challenge because their names were simply too long!

But behind that little complaint was something much bigger.

For almost twenty years, she had been carrying the responsibility of raising our five children, often while I was away working.

She never missed their important moments.

She was there even for the smallest school ceremonies.

I think again about her own graduation.

When she graduated with a degree in Aerospace Engineering, there was no family member there to celebrate with her.

Yet years later, when our five children began walking onto stages to receive their certificates and awards, their mother was always there.

She never missed them.

Perhaps that is what makes me look differently at every award ceremony today.

When a child walks onto a stage and receives a certificate, medal, trophy, or award, we naturally look at the child.

We congratulate the child.

We celebrate the achievement.

But behind every child who stands proudly on that stage, there is often someone who stood quietly behind them for many years.

Someone who woke them up.

Prepared their meals.

Checked their homework.

Filled in the endless school forms.

Took them to school.

Attended their meetings.

Comforted them when they failed.

Celebrated when they succeeded.

And kept showing up—even when nobody applauded.

For our five children, that person was their mother.

So, whenever our children receive an award and walk onto the stage, I believe there is another person who deserves to stand there too.

Their mother.

Because if the children are the ones receiving the awards, she is the one who helped them become the people worthy of receiving them.

And perhaps, after all these years, I have finally understood something:

Sometimes the person who deserves the biggest award is not the one standing on the stage, but the one who spent twenty years making sure that the child could reach it.

That is my story today.

STORY 1152 — IEM NATIONAL TOWNHALL

Early that morning, I woke up as usual before Subuh. After taking a shower, I got ready for the morning prayer after waking up my two youngest children. I packed my things into my backpack and then left the house.

That day, I sent my fourth child to school. While occasionally waiting for the line of cars to move along the road, I asked my second daughter what her target was for UPKK and where she would like to go for secondary school later. Every answer came back with the same response: “I don’t know.”

After dropping her off at school, I continued my journey to the nearest car workshop. However, the workshop was still closed, so I changed my plan and stopped for breakfast at a nearby mamak restaurant.

After waiting for quite some time and finding that the workshop still had not opened, I decided to continue my journey to Putra Business School at UPM. A few lecturers whom I had contacted were not in their offices, so I went straight to the third floor of the PBS building to collect my matriculation card.

It was also my first opportunity to meet some of the administrative staff whom I had previously known only through WhatsApp. It was interesting to see several staff members gathering to recite the morning zikir together. I was also informed that I was the first student among those registered for the same course to come and collect the matriculation card.

After completing my business at PBS, I continued to the car workshop in Sri Serdang. Upon arrival, the car was taken into the workshop to have all four worn-out tyres replaced. While waiting, I opened my laptop and spent the time reading several dozen emails and attending to a few work-related matters.

As promised, about an hour later, the car was ready.

I then continued my journey towards KLCC. Before noon, I had parked the car. Only then did I realise that I had made a mistake with the location. The actual venue was the KLCC Convention Centre, not KLCC itself.

With the sun directly overhead and wearing a rather thick suit jacket, I pushed myself to walk across KLCC Park towards the Convention Centre, about 900 metres away.

When I finally reached the lobby, I realised there was actually a shuttle service operating between KLCC and the Convention Centre for participants. Well, I had already walked the distance.

The convention centre was already crowded with visitors, exhibition booths and college students who had just arrived. I took the opportunity to take a few selfies in front of the banners and posters that had been prepared for the event.

After registering, I entered the hall and made my way towards the auditorium where the programme was scheduled to begin at 2:30 p.m.

The programme began with a speech by the President of the Institution of Engineers, Malaysia (IEM), highlighting the six pillars of IMPACT 2030:

Innovation, Membership, Professionalism, Advocacy, Collaboration and Transformation.

It was the beginning of another day of learning, networking and witnessing the engineering profession come together under one roof.