This study investigates the determinants of Malaysian consumers’ intentions to purchase native chicken meat by extending the Theory of Planned Behavior (TPB) to incorporate health consciousness and environmental consciousness as antecedents of consumer attitudes. It further examines how attitudes, together with subjective norms, perceived behavioral control, and halal logo awareness, influence purchase intention, while assessing the moderating role of income level. A cross-sectional online survey was conducted with 448 Malaysian consumers who consume native chicken meat using convenience and purposive sampling techniques. Measurement and structural models were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM), with evaluations of reliability, convergent and discriminant validity, collinearity (VIF), effect sizes (f²), and explanatory power (R²). Hypotheses were tested using bootstrapping with 10,000 resamples. The results indicate that health consciousness significantly predicts consumer attitudes toward native chicken meat, and these attitudes, in turn, strongly drive purchase intention. Subjective norms and perceived behavioral control also exert significant and independent effects on purchase intention. In contrast, environmental consciousness does not influence attitudes, and halal logo awareness shows no direct effect on purchase intention. Income level does not moderate any of the proposed relationships. The findings suggest that marketers should emphasize health-related benefits, ensure product availability and competitive pricing, and leverage social influence through community endorsements to enhance adoption. Halal certification should be positioned within broader quality and safety narratives to appeal to both Muslim and non-Muslim consumers. Broad-based marketing strategies, rather than income-segmented approaches, are therefore recommended. This study is the first to extend the TPB framework to native chicken meat consumption in Malaysia by integrating health consciousness, environmental consciousness, and halal logo awareness, thereby contributing novel theoretical insight into the determinants of consumers’ purchase intention.
Despite the growing prevalence of AI-generated influencers in digital marketing, limited research has examined how their perceived humanlikeness translates into psychological and behavioural outcomes across cultural contexts. This study adopted a cross-cultural experimental design with 500 respondents, evenly split between Indonesian and Malaysian consumers, and analysed the data using SEM-PLS. The results demonstrate that perceived human-likeness significantly enhances perceived authenticity, which subsequently fosters consumer trust and ultimately strengthens purchase intention. Furthermore, a serial mediation effect is identified, whereby authenticity and trust sequentially transmit the influence of humanlikeness to purchase intention, highlighting a nuanced psychological pathway that has rarely been tested in prior AI-mediated communication research. However, contrary to expectations, cultural context did not moderate the examined relationships, suggesting that the psychological mechanisms underlying consumer responses to AI-generated influencers may be more universal than culturally contingent. These findings extend theoretical understanding by integrating human-likeness theory with consumer trust literature, while also offering practical insights for global marketers seeking to leverage AI influencers across diverse audiences. Importantly, the results highlight that authenticity and trust remain central determinants of persuasion even when endorsements are produced by non-human agents, signalling a shift in how consumers evaluate digital spokespersons. To the best of our knowledge, this study is among the first to empirically validate such a model in a cross-cultural setting, thereby providing a foundational basis for developing ethically responsible, culturally adaptive, and psychologically informed AI-influencer strategies in emerging digital markets.
Online shopping has become a lifestyle. Despite growing scholarly attention to online impulse buying, few studies compare how different social and psychological stimuli operate through distinct pathways within the S-O-R framework. Grounded in the Stimulus-Organism-Response (S-O-R) framework, this study investigates the effects of the bandwagon effect, affective involvement, cognitive involvement, and fear of missing out (FoMO) on online impulse buying, with urge to buy examined as a mediating mechanism. Using purposive sampling, data were collected from 324 online consumers in Malaysia and Indonesia and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that affective involvement, cognitive involvement, and the bandwagon effect influence impulse buying indirectly through the urge to buy, whereas FMO has a strong direct effect on impulse buying, with no significant mediation. These findings suggest that psychological stimuli trigger immediate impulse actions rather than social organismic processing. The study contributes to the S-O-R field of study by demonstrating how social and psychological stimuli jointly shape impulse buying in digital contexts. In practical terms, the findings provide mechanisms to develop more responsible digital marketing strategies and to enhance consumer awareness of impulsive spending behaviour.
Sustainable marketing has recently gained attention due to its role in achieving the Sustainable Development Goals (SDGs), particularly SDG-12: Responsible Consumption and Production. Despite growing research interest in this topic, consumer perceptions of green products remain inconsistent and skeptical. Underpinned by Signaling Theory, this study aims to examine the influence of green marketing communication practices (eco-labels, green advertising, social media marketing, and green user-generated content) on green product purchasing behavior. Besides, this study also aims to investigate the moderating role of eco-literacy in the relationship between green marketing communication practices and green purchasing behavior. Following a quantitative design, survey data were collected from 183 green product consumers through a purposive sampling technique and analyzed using Partial Least Squares Structural Equation Modeling. The results show that green advertising and green user-generated content are the green marketing communication practices that positively influence green purchasing behavior, while the practices of eco-labels and social media marketing do not affect green purchases. Additionally, the findings indicate that eco-literacy does not moderate the relationship between green marketing communication practices and purchasing behavior. We contribute unique insights to the green marketing discourse and Signaling Theory by integrating green marketing communication practices and eco-literacy within a single framework, particularly in the context of emerging markets. Apart from enriching green marketing scholarship, this study carries implications for green product retailers to embrace specific green marketing communication strategies that attract young consumers. The findings also inform educational institutions and consumer agencies on the importance of cultivating ecoliteracy and consumer awareness to support the SDGs.
This research aims to investigate the influence of social media marketing activities (SMMAs) (e.g., advertisement, customization, entertainment, interaction, and word-of-mouth) on consumer purchase intention of blind box products mediated by the bandwagon effect. The study utilized the StimulusOrganism-Response (S-O-R) model and Optimal Distinctiveness Theory as the theoretical framework, and a quantitative method was applied to gather data from 253 social media users who are familiar with social media content and blind box products through purposive sampling. Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis was performed, and it showed that advertisement and entertainment significantly influence purchase intention, while customization, interaction, and word-of-mouth do not. Additionally, the mediating effect of bandwagon was established between customization, entertainment, and word-of-mouth, while bandwagon does not mediate the paths of advertisement and interaction on purchase intention. The study contributed to the marketing psychology discourse and offered practical insights for marketers to design digital marketing strategies to target niche consumers.
The issue of underutilised public transport remains a challenge in Malaysia despite significant infrastructure investments. Fixed-route services often fail to meet user needs, reducing reliance on public transport. Demandresponsive transit (DRT) is an innovative, sharing-based transportation concept that offers a flexible, user-centric alternative that responds to realtime passenger demand. This study applies the extended Technology Acceptance Model (TAM) to examine factors influencing DRT adoption among existing users in Subang Jaya, Malaysia. Key variables include perceived usefulness, perceived ease of use, perceived accessibility, and perceived reliability. A quantitative research method is applied, with relevant data collected through convenience sampling of current DRT passengers and analysed using PLS-SEM. Findings suggest that perceived usefulness and ease of use strongly shape attitudes toward DRT, while perceived usefulness, attitude, and accessibility positively influence behavioural intention to continue using the service. Accessibility emerged as a critical variable, suggesting the need for user-friendly booking systems, strategically located pick-up points, and equitable service coverage. The findings suggest that municipal planners should focus DRT infrastructure investments on highly localised, dense commuter zones to optimise first- and last-mile connectivity, rather than deploying uniform services across diverse demographic regions.
This research examines Malaysia’s developing market and explores how mobile augmented reality (AR) features, specifically novelty and vividness, influence buyer intent. The authors collected empirical data via an online survey of 251 Malaysian users with firsthand experience with AR app features. Using a two-step structural equation modeling approach in SmartPLS 3.0, the study found that positive attitudes toward these AR elements enhance consumer satisfaction, which in turn is a key driver of purchase willingness. These findings highlight the importance of AR characteristics in influencing consumer behavior and offer valuable insights for both researchers and practitioners. While both vividness and novelty directly influence perceived usefulness and ease of use, interactivity does not moderate the relationship between attitude and satisfaction. Ultimately, the paper presents an expanded Technology Acceptance Model (TAM) to conceptualize these dynamics better.
Budget and business hotels in Malaysia continue to face challenges such as limited-service offerings, pricing concerns, and weak brand image, contributing to low repurchase rates. This study investigates how innovative service satisfaction, price, location, and brand image influence repurchase intention within this hotel segment. Data were collected through an online purposive-sampling survey, yielding 180 valid responses from Malaysian travellers aged 18 and above. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to analyse both the measurement and structural models. Results show that physical product (β = 0.456, p < 0.001) and service (β = 0.417, p < 0.001) significantly increase innovative service satisfaction, while location (β = 0.352, p < 0.001) and brand image (β = 0.515, p < 0.001) are strong predictors of repurchase intention. In contrast, price (p > 0.05) and innovative service satisfaction (p > 0.05) do not significantly predict repurchase intention. The model accounts for 84.4% of the variance (R² = 0.844) in repurchase intention. These findings offer empirical insights into consumer behaviour in Malaysia’s budget and business hotel sector and underscore the importance of strengthening hotel image, improving service delivery, and leveraging strategic location to enhance customer loyalty.
Facial Recognition Payment Technology (FRPT) has emerged as an innovative biometric payment solution that offers convenience, efficiency, and personalized retail experiences. However, limited research has examined consumer acceptance of FRPT within the Saudi Arabian retail context, particularly from both functional and experiential perspectives. This study examines consumer attitudes toward FRPT in the Saudi Arabian retail sector using a quantitative, deductive design based on a structured survey of 260 respondents in Riyadh. The study aims to extend the Technology Acceptance Model (TAM) by integrating perceived usefulness, ease of use, personal innovativeness, perceived risk, and hedonic shopping value to explain consumer attitudes and satisfaction toward FRPT. Constructs were measured with validated scales capturing perceived usefulness, ease of use, personal innovativeness, perceived risk, consumer attitudes, hedonic shopping value, and satisfaction. Data were analyzed using Covariance-Based Structural Equation Modelling (CB-SEM), including reliability and validity assessment, confirmatory factor analysis, and mediation testing. The results indicate that perceived usefulness (β = 0.281, p < 0.001), ease of use (β = 0.152, p < 0.001), and personal innovativeness (β = 0.143, p < 0.001) significantly and positively influence consumer attitudes, whereas perceived risk (β = –0.024, p < 0.05) negatively affects attitudes toward FRPT. Positive consumer attitudes were also found to enhance hedonic shopping value and shopping satisfaction, with hedonic value partially mediating the relationship between attitudes and satisfaction. The model explained 52% of the variance in satisfaction and 44% in hedonic shopping value. This study contributes to the literature by providing a context-specific extension of TAM within Saudi Arabia and by demonstrating the importance of experiential factors, particularly hedonic shopping value, in shaping biometric payment adoption. The findings also offer practical implications for retailers, technology providers, and policymakers seeking to implement secure, efficient, and consumer-centered payment systems aligned with Saudi Arabia’s digital transformation initiatives.
Economic uncertainty exposes young working adults to financial pressure and income shocks, given their early-career instability and limited financial resources, underscoring the importance of financial resilience. Despite increasing scholarly attention to financial resilience, empirical evidence examining the combined influence of financial literacy, Digital Financial Literacy (DFL), health status, and financial behaviour among young workers in Malaysia remains limited. Therefore, this study investigates the level of financial resilience and its influencing factors among young working adults, with an emphasis on the mediating influence of financial behaviour. Using Partial Least Squares Structural Equation Modelling (PLS-SEM) with 405 young employees, the findings indicate that young workers demonstrate a moderate ability to manage financial shocks. Financial behaviour emerged as a key mechanism influencing financial resilience and indirectly linking financial and DFL with resilience outcomes. Health status also demonstrated both direct and mediated influences on financial resilience. These findings suggest that financial behaviour and health well-being play important roles in strengthening individuals’ ability to cope with financial shocks. The findings further suggest that agencies under the Financial Education Network (FEN) should focus on formulating programmes and educational modules that promote positive financial behaviour, digital financial capability, and healthrelated financial risk management.
The current study conducts a systematic literature review (SLR) to examine and gather the existing body of knowledge on theories and models used in green consumer studies published from 2019 to 2024. The present SLR critically examines the theories, models, and behavioural drivers applied in green consumer studies and evaluates their conceptual relevance within contemporary sustainability research. Additionally, this study incorporates a bibliometric analysis using RStudio and Biblioshiny to identify key research trends, influential authors, and conceptual structures within green consumer research. Based on the extensive literature review of 110 existing green consumer research articles, 13 theories, and nine models were identified, and 255 green drivers were reported. The findings provide academicians and policymakers with a deeper understanding of how theories and models function in green consumer studies, their strengths, weaknesses, and potentials, the environments in which they have been employed, and the methodological innovations required in forthcoming studies on green consumer behaviour.
To date, limited empirical research has focused on the determinants of postretirement labour supply among older adults. This study aims to bridge this research gap by examining how human capital, health and economic conditions, household dynamics, and caregiving influence post-retirement employment decisions. Data were collected from 810 men and women aged 60–74 within Klang Valley, Malaysia. The findings of binomial logistic regression and average marginal effects estimation show that these factors collectively influence post-retirement labour supply. Results reveal that high levels of education, family co-residence, as well as multiple hospital admissions has the tendency to decrease the likelihood of post-retirement employment among older men. These outcomes can contribute to distinct gendered patterns, whereby caring for grandchildren reduces employment probability especially for women, while house rental costs increase it. The result from these findings emphasise gender asymmetries in retirement behaviour and the need for gender-responsive policies to strengthen economic security in later life.
Artificial intelligence (AI) has emerged as a transformative driver for entrepreneurial development, particularly among women entrepreneurs seeking inclusive and socially sustainable business outcomes. This study conducts a systematic literature review (SLR) guided by the PRISMA framework to synthesise research published between 2022 and 2024 on the integration of AI in supporting women-led enterprises. Searches were conducted using Scopus and Web of Science, resulting in 17 high-quality journal articles that met the inclusion criteria. The analysis identifies three overarching themes: (1) AI as an enabler of social and economic empowerment, (2) AI-driven decision-making and capability development, and (3) organisational and leadership diversity in AI-enabled ventures. Findings reveal that AI contributes to improved business resilience, enhanced decision-making, and expanded market participation for women entrepreneurs. However, gaps remain in empirical testing, theoretical development, and contextual representation from developing economies. The review highlights key implications for policymakers, technology developers, and entrepreneurship support ecosystems, emphasising the need for gender- inclusive AI policies and capacity-building initiatives. This study contributes to the growing body of knowledge by integrating AI, gender, and social sustainability perspectives within a unified analytical framework.
Despite lower female labor force participation due to family responsibilities, personal shopper entrepreneurship (PSE) offers a flexible, informal incomegenerating alternative. However, PSE remains underexplored as a career path. This study examines the characteristics of PSE using Happenstance Learning Theory (HLT) as the theoretical foundation. It extends HLT by proposing that PSE serves as a catalyst for happenstance opportunities and a career trajectory shaped by crowdsourced impulses and algorithmic changes.Using a qualitative descriptive phenomenological approach, the researchers interviewed fourteen personal shoppers chosen through purposive and snowball sampling. The study identified seven core characteristics of PSE, namely innovative selling, optimism, flexibility, perseverance, communication skills, shopaholic tendencies, and risk-taking. Practically, the findings provide valuable insights for entrepreneurship trainers, policymakers, and platform providers in designing support programmes, training initiatives, and digital tools that enhance the sustainability and success of personal shopper entrepreneurs.
Unlike traditional electric vehicle (EV) adoption studies, this research conceptualises purchase intention toward smart home–integrated electric vehicles (SH-EVs) as part of an interconnected smart home ecosystem. The study extends sustainability adoption research beyond previous integrations of the Theory of Planned Behaviour (TPB) and Health Belief Model (HBM). Data from 930 Generation Z respondents in Malaysia were analysed using PLS-SEM. The findings show that perceived environmental concern (PEC) significantly influences TPB and HBM variables. Trust and perceived benefits emerged as important mediators between PEC and intention to adopt SHEVs, with trust identified as the strongest predictor. In contrast, perceived barriers were found to be insignificant. The results highlight the importance of environmental concern, institutional support, and risk perception in shaping both rational and emotional adoption drivers. Policymakers and marketers should strengthen PEC, perceived benefits, and trust in green initiatives through transparent regulations and sustainability certifications.
This study investigates the adoption of the Self-Service Ordering Technology (SSOT) method among middle-aged Malaysians by extending the Technology Acceptance Model (TAM) with perceived enjoyment and trust variables. The data was collected via purposive sampling via mall intercept with a total of 298 respondents. The findings indicate that perceived usefulness and perceived enjoyment significantly influence user intention, reinforcing the role of intrinsic motivation in technology adoption. The study highlights the contribution of TAM in explaining behavioural intention while demonstrating that enjoyment enhances perceived ease of use and usefulness. However, trust is found to be insignificant, suggesting that middle-aged users prioritize system efficiency and personal benefits over trust-related concerns, which maybe also due to the acceptance of using systems which was normalized during the Covid-19 pandemic. This finding contradicts past literatures which posit that key is a key determinant variable in digital adoption studies. The research model developed in this study contributes to the body of knowledge in studies related to digital adoption studies such as SSOT.
The rapid expansion of e-commerce markets in the Asia-Pacific region emphasises the importance of understanding customer loyalty mechanisms that extend beyond basic satisfaction indicators. As e-commerce platforms expand, customer retention increasingly depends on a series of psychological processes involving cognitive evaluations (e.g., platform usability and perceived fairness), affective responses (e.g., trust and satisfaction), and conative behavioural intentions (e.g., repurchase intention). This study aims to adopt the Cognitive-Affective-Conative (CAC) framework, integrating it with the Technology Acceptance Model (TAM) and Justice Theory to examine their impact on consumers’ repurchase intentions in e-commerce platforms. Using purposive sampling of 400 active e-commerce users in Malaysia, this study employs Partial Least Squares Structural Equation Modelling (PLS- SEM) to test the proposed framework empirically. The findings show that perceived ease of use, procedural justice, and interactional justice significantly impact trust; furthermore, perceived usefulness, perceived ease of use, distributive justice, and interactional justice notably influence customer satisfaction. Importantly, customer satisfaction is the main factor that influences repurchase intention (β = 0.775, p < 0.001), whereas trust has no significant direct effect (β = 0.049, p = 0.599). These results highlight the importance of transparent procedures, respectful customer interactions, and intuitive e-commerce interfaces in building trust and satisfaction, thereby ultimately encouraging repurchase intentions within mature digital marketplaces. This study advances e-commerce theory by illustrating the sequential CAC process and clarifying the roles of affective components in driving customers’ repurchase intention.
This study examines the determinants affecting Halal food assurance in non- Muslim nations. A quantitative methodology was utilized, with data gathered via surveys from Muslim travelers who visited non-Muslim nations. The research employed Smart-PLS 4.0 for data processing and Structural Equation Modeling (SEM) to investigate the correlations. The study reveals that knowledge of Halal standards, food processing assurance, religious observance, marketing strategies, and the use of technology significantly influence Halal food security in non-Muslim countries. Knowledge of Halal standards and food processing assurance enhances trust, while religious observance, effective marketing, and digital tools improve awareness and access. These factors collectively shape the availability and visibility of Halal food options. This study enhances understanding of Halal food in tourism by thoroughly examining the determinants of Halal food assurance in non- Muslim nations, emphasizing opportunities for advancement in the tourism and hospitality industries.
Urban low-income working mothers in Malaysia face persistent challenges in balancing paid work and caregiving within limited financial and temporal resources. This study explores their lived experiences and the strategies they employ to navigate these constraints. Eight participants from Klang Valley took part in an Interpretative Phenomenological Analysis study involving seven-day diaries (June–July 2021) and subsequent in-depth interviews (November–December 2021). The findings are interpretive and aim to illuminate lived experiences rather than generalise prevalence. Participants demonstrated financial prudence and mindful time management skills to cope with caregiving responsibilities and employment demands. While financial literacy supported daily budgeting and savings, it was insufficient to ensure long-term stability, particularly during unexpected events such as the COVID- 19 pandemic. Time management appeared as equally important, with participants developing structured routines to reduce stress and maximise limited resources. They emphasise the interdependence of financial and temporal resources and the importance of tailored support programs that include both financial and time management training. These findings contribute to family economics by demonstrating that the resource- management and coping strategies employed by low-income working mothers can inform more inclusive intervention and policy design.
This study aims to identify the factors influencing the purchasing intention of traditional local ready-to-eat food among youth consumers in Pasir Gudang, Johor. Using purposive sampling, 200 respondents were selected and surveyed using a structured questionnaire that covered demographic profiles, perceived price, perceived packaging, subjective norms, and purchasing intention. Data were analysed using SPSS Version 27, employing descriptive statistics, Pearson’s correlation, and multiple linear regression. Findings revealed significant positive relationships between perceived price (r = 0.639, p < 0.001), perceived packaging (r = 0.755, p < 0.001), subjective norms (r = 0.771, p < 0.001), and purchasing intentions. Among these variables, subjective norms emerged as the strongest predictor of purchasing intention (B = 0.455). The results indicate that all examined factors play meaningful roles in shaping youth consumers' purchasing intention, with social influences being particularly critical. Future research should broaden the geographical scope and utilise larger sample sizes to strengthen the generalizability of findings and support the development of the traditional ready-to-eat food market in Malaysia.
