Monday, 26 October 2026
Google Form to Order Book MY JOURNEY IN PALM OIL INDUSTRY
CERITA 1163: AZARUDIN
Ketika mula mengenali Azarudin semasa tahun kedua matrikulasi di Universiti Sains Malaysia (USM), saya tertarik dengan minatnya yang pelbagai serta semangatnya berkongsi perkara yang diminatinya. Beliau berasal dari Machang, Kelantan, sama seperti saya. Cara beliau bercerita tentang buku, sejarah dan filem membuatkan saya tertarik untuk meneroka perkara yang sebelum itu tidak pernah saya kenali.
Azarudin berasal dari sekolah berasrama penuh, iaitu sekolah sains berasrama penuh, manakala saya pula dari MRSM. Setiap kali kami meluangkan masa bersama di asrama, beliau sering bercerita tentang novel Barat, buku sejarah geopolitik seperti Islam, Asia dan Eropah, serta filem yang agak asing bagi saya ketika itu. Cara beliau menyampaikan cerita begitu menarik sehingga saya seolah-olah turut boleh membayangkan sendiri kisah yang diceritakannya.
Pada tahun 1998, beliau memperkenalkan saya kepada Piala Dunia FIFA yang berlangsung di Perancis. Sejak itulah saya mula menonton perlawanan bola sepak piala dunia. Saya juga pernah mengikut beliau menziarahi pakciknya di Kuala Lumpur dan berpeluang berkenalan dengan beberapa orang ahli keluarganya.
Selepas tamat matrikulasi, kami meneruskan pengajian di Kampus Kejuruteraan USM, Seri Iskandar, Perak sebelum berpindah ke kampus baru di Nibong Tebal, Pulau Pinang. Namun, masing-masing mula membawa haluan sendiri apabila mengikuti bidang pengajian yang berbeza dan memberikan tumpuan kepada komitmen akademik. Setelah tamat pengajian di peringkat ijazah pertama, hubungan kami semakin menjarak dan kurang peluang untuk bertemu.
Walau bagaimanapun, minat saya terhadap buku dan filem yang diperkenalkan oleh Azarudin terus berkembang dalam diri saya. Satu demi satu novel yang pernah diceritakannya mula saya baca. Filem-filem yang dahulu terasa asing juga mula saya tonton. Lama-kelamaan, minat saya terhadap dunia pembacaan semakin mendalam, merangkumi pelbagai genre sastera, sejarah dan perfileman.
Masa terus berlalu. Kecintaan terhadap buku akhirnya mendorong saya mengejar impian untuk menjadi seorang penulis. Saya mula menulis di blog, berkongsi pemikiran, pengalaman dan refleksi kehidupan dengan para pembaca. Setelah bertahun-tahun menulis, akhirnya saya berjaya mencapai satu lagi impian apabila menerbitkan buku pertama saya.
Apa yang menjadikan pencapaian itu lebih bermakna ialah Azarudin menjadi antara individu terawal yang membeli buku tersebut. Selepas menerimanya, beliau turut meluangkan masa memberikan maklum balas terhadap hasil penulisan pertama saya.
Saya memberitahunya bahawa perbualan kami semasa zaman universiti dahulu banyak membantu menyemai minat saya terhadap pembacaan dan akhirnya penulisan. Sungguh bermakna apabila dapat berkongsi perkara itu dengan seorang sahabat yang pernah memperkenalkan saya kepada begitu banyak minat baharu.
Apabila mengenang kembali perjalanan ini, saya menyedari betapa besarnya pengaruh orang yang kita temui dalam membentuk minat dan kecenderungan diri. Kadangkala, seorang sahabat yang berkongsi novel kegemarannya, minatnya tentang sejarah atau filem yang meninggalkan kesan mampu membuka pintu kepada dunia baharu yang tidak pernah kita terokai.
Azarudin dan saya akhirnya memilih laluan kehidupan masing-masing. Namun, minat yang mula berkembang melalui perbualan kami ketika di universiti terus kekal dalam diri saya, walaupun sudah sekian lama kami membawa haluan berbeza.
Hari ini, melihat beliau antara pembaca terawal buku pertama saya seolah-olah melengkapkan sebuah perjalanan. Apa yang bermula dengan perbualan sederhana di asrama universiti akhirnya menjadi sebahagian daripada perjalanan saya sebagai pembaca dan penulis.
Sesetengah persahabatan meninggalkan lebih daripada sekadar kenangan. Persahabatan itu membuka pintu kepada dunia baharu yang terus membentuk kehidupan kita, meskipun sudah lama kita membawa haluan masing-masing.
Itulah cerita saya hari ini.
STORY 1163: AZARUDIN
When I first got to know Azarudin during my second year of matriculation at Universiti Sains Malaysia (USM), I was struck by his diverse interests and the enthusiasm with which he shared them. A fellow Kelantanese from Machang, he had a way of talking about books, history, and films that made me curious about things I had never explored before.
Azarudin came from a residential science school, while I was from MRSM. Whenever we spent time together at the hostel, he would tell me about Western novels, Asian and European history books, and films that seemed rather unusual to me at the time. His storytelling was so engaging that I often felt as though I had experienced these stories myself.
In 1998, he introduced me to the FIFA World Cup, which was held in France that year. That was when I first started watching football. I also had the opportunity to accompany him on a visit to his uncle in Kuala Lumpur, where I got to know some members of his family.
After completing our matriculation, we continued our studies at the USM Engineering Campus. However, we gradually went our separate ways as we pursued different fields of study and focused on our respective academic commitments. By the time we completed our undergraduate degrees, we had drifted apart.
Nevertheless, my interest in the books and films Azarudin had introduced to me continued to grow. One by one, I began reading the novels he had talked about and watching films that had once seemed unfamiliar to me. Over time, I developed a deeper appreciation for literature, history, and cinema.
Decades passed, and my love for reading eventually led me to pursue a dream of becoming an author. I started writing on my blog, sharing my thoughts, experiences, and reflections with readers. After years of writing, I finally achieved another milestone by publishing my first book.
What made this achievement even more meaningful was that Azarudin became one of the earliest people to purchase it. After receiving the book, he took the time to share his feedback on my first published work.
I told him that our conversations during our university days had played a significant role in developing my interest in reading and, eventually, writing. It was a special moment to share this with someone whose recommendations had introduced me to so many new interests.
Looking back, I realize how much our interests can be shaped by the people we meet along the way. Sometimes, a friend who enthusiastically shares a favorite novel, an interesting historical event, or a memorable film can open up an entirely new world for someone else.
Azarudin and I eventually followed different paths in life, but the interests we shared during our university days remained with me long after we parted ways.
Today, seeing him among the earliest readers of my first book brings our story full circle. What began with conversations at a university hostel has become a lasting part of my journey as a reader and writer.
Some friendships leave us with more than memories. They introduce us to new worlds that continue to shape our lives long after we have gone our separate ways.
That is my story today.
Sunday, 25 October 2026
“Accounting: Is It Just Numbers?”
Speaker: Tan Sri Datuk Mohd Nasir Ahmad
Moderator: Associate Professor Dr. Nahariah Jaffar
Programme: Putra Business School DBA Podcast on Business Sense Date: 22 December 2025
The podcast discusses how accounting goes beyond recording numbers and serves as an essential tool for business decision-making, ethical leadership, financial sustainability and strategic planning.
Key discussion points
1. Accounting is more than recording numbers
Accounting involves recording transactions accurately, explaining financial performance and establishing accountability. The real value of accounting lies in interpreting and communicating financial information to support better decisions.
2. Ethics and integrity in accounting
Accounting records must reflect actual transactions truthfully. Accountants should maintain high ethical standards and must not manipulate or conceal unfavorable results. Accounting standards, regulations and independent audits help strengthen transparency and reduce the risk of fraud.
3. Business resilience and long-term sustainability
Accurate financial statements, including the balance sheet, profit and loss statement and cash flow statement, help management evaluate financial performance and assess whether a business can continue operating. Competent analysis of accounting information supports future planning, risk management and business resilience.
4. Different stakeholders use accounting information differently
Investors focus on current performance, future prospects, dividends and potential capital gains.
Regulators examine historical financial information to assess compliance with relevant standards and regulations.
Managers use historical and current data to evaluate performance, plan future activities, allocate resources and make business decisions.
5. Integrated reporting and corporate sustainability
Financial information can be combined with other relevant information to explain a company's performance, values and long-term objectives. Brand reputation and human capital are also important because a company's success depends not only on financial results but also on its people, capabilities and reputation.
6. Professional judgement and accountability
Accounting standards provide a framework for preparing financial reports, but professional judgement is still necessary when estimates and future uncertainties are involved. Accountants must exercise sound judgement while maintaining objectivity, integrity and professional responsibility.
7. The role of artificial intelligence and technology
Artificial intelligence and automation can improve the speed and accuracy of accounting processes. However, technology remains a tool. Competent professionals are needed to interpret information, exercise judgement and translate data into meaningful business decisions.
Conclusion
The key message from Tan Sri Datuk Mohd Nasir Ahmad is that accounting is not just about numbers; it is about accountability, interpretation and decision-making. Accurate accounting records, ethical professionals and competent financial analysis enable organisations to evaluate performance, manage risks, plan for the future and build business resilience. When combined with operational information, human capital and appropriate technology, accounting becomes a strategic tool for achieving long-term business sustainability.
Source: Putra Business School podcast, “Accounting: Is It Just Numbers?”
Wednesday, 21 October 2026
STORY 1161: KUALA LUMPUR
Writer: BORNEO RIDER
About 13 years ago, one of my mentors, the Allahyarham Mohed Suratman, gave me advice that remains valuable to me today. At that time, he was a Visiting Engineer at the palm oil mill where I worked in Miri, Sarawak, Malaysia.
His gentle manner of speaking and fatherly nature earned my deepest respect. His words were always simple, precise, and meaningful, reflecting a man rich in knowledge and experience. He was also a former student of the Royal Military College.
Looking at my career record and potential, I imagined that one day I might be transferred to my company's headquarters in the heart of Kuala Lumpur.
I shared my feelings with him. Honestly, I told him that I did not like big cities such as Kuala Lumpur. It was a place where everything seemed to move too fast, with people constantly rushing to chase something. The cost of living was high, and almost everything came with a price.
Life in a palm oil plantation was different. It was peaceful, surrounded by the beauty of nature, and the people I met were mostly plantation and palm oil mill workers. I preferred that simple way of life.
I added that I would not mind living in Lahad Datu, even though it was only a small town. It was not as busy as Kuala Lumpur, and at that time, everything I needed was available there. I saw no reason to live in a big city.
He listened attentively to every word I said, remaining calm as he considered how best to advise a young engineer with strong opinions about his future.
After listening to my lengthy explanation, he finally spoke.
His answer was simple, yet profound. It made me reconsider how I might live my life in the decades ahead.
"Zul, you are right about your situation today. But one day, everything may change. Your children will grow up and enter university. You will also grow older, and one day, you may need medical care. Education is important, too. Naturally, we want to provide our children with the best possible education. And as you know, many universities are located in the Klang Valley."
That was the conversation I had with my former superior more than 13 years ago.
Several years later, I left the company. One of the reasons was that I did not want to be transferred to Kuala Lumpur.
But Allah had His own plans for me.
Before the COVID-19 pandemic began, I moved to Kuala Lumpur. Later, I returned to Sabah, only to find myself back in Kuala Lumpur again.
After spending decades living in palm oil plantations and the small town of Lahad Datu, my family and I eventually experienced life in cosmopolitan Kuala Lumpur.
My eldest daughter entered a matriculation college in Gambang, Pahang, before continuing her studies at a university in Gombak, Selangor.
My second child moved from MRSM Tun Mohammad Fuad Stephens in Sandakan, Sabah, to MRSM Tun Dr. Ismail in Pontian, Johor.
My third child moved from Sekolah Menengah Sains Lahad Datu to a fully residential school in Negeri Sembilan.
Meanwhile, my two youngest children remained at home with their mother.
Every time I visited my children at their universities and schools, I remembered my mentor's advice about Kuala Lumpur.
I finally understood the wisdom behind his words. What mattered was not simply where I preferred to live, but what would best support my family's future. Access to education, medical facilities, and opportunities for my children had become important considerations.
Looking back, I am grateful that my mentor took the time to share his wisdom with me. He did not dismiss my preference for a quiet life. Instead, he encouraged me to look beyond my immediate circumstances and consider the responsibilities that lay ahead.
We should not judge the future solely through the eyes of our present circumstances.
Sometimes, the most valuable lessons come from a few simple words spoken by someone with greater life experience. We may not fully understand their meaning at the time, but life eventually gives us the opportunity to appreciate their wisdom.
Thank you, Allahyarham Mohed Suratman. Your advice, given more than a decade ago, remains a meaningful part of my journey.
Some mentors leave us with more than knowledge. They leave us with wisdom that time helps us understand.
That is my story today.
Tuesday, 20 October 2026
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.
Monday, 19 October 2026
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.
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:
Authenticity of green claims: Research should examine how consumers can determine whether skincare products genuinely contain the natural ingredients claimed by their brands.
Willingness to pay: Further studies should establish the price premium consumers are prepared to pay, particularly across different income groups.
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
