The fashion industry has expanded at the expense of the environment. Consumption and environmental pollution both serve as a wake-up call to the global endeavour to adopt more socially and environmentally responsible behaviours. It implies, in particular, a paradigm shift in consumer behaviour away from conventional to green products. Understanding the factors that influence consumer purchasing decisions is critical in developing the demand for and commitment to sustainable apparel consumption. In support of the United Nation’s efforts to promote sustainable consumption in Malaysia, a study was conducted to determine the motivating factors that influence consumers’ purchase intentions for sustainable apparel. The moderating effect of fashion consciousness on the outcome was also examined. An extended model of the Motivation-Opportunity-Ability (MOA) Theory and Self-Determination Theory (SDT) was developed and tested using 324 responses collected from the Malaysian millennial generation in six major urban locations. The results of the structural equation modelling analysis indicated that the elements of motivation, opportunity, and ability were all positively linked with the sustainable apparel purchase intention. Fashion consciousness had a moderating effect on the relationships between the three drivers (motivation, opportunity, and ability) and purchase intention. The research findings provide valuable insights for businesses to formulate a sustainable and unified business model that incorporates environmental, social, and consumer considerations into core business practices. These insights would also help designers to advance the development of sustainable products as an area of innovation and support policymakers in achieving the UN’s 17 Sustainable Development Goals (SDGs).

The emergence of online purchase platforms makes products containing radioactive materials more accessible to consumers. These products are gaining popularity and are widely available and easily accessible in the market today. This study examined how consumer’s psychological factors affect their decision of purchasing products containing radioactive materials in the market. Based on the protective action decision model (PADM) and the heuristic-systematic model (HSM), this study proposed a model to add to the literature on consumer awareness of risky products. In particular, this study investigated which type of regulatory focus message (promotion-focused advertisement or prevention-focused advertisement) is significant in moderating the effects of radiation safety knowledge and product knowledge on risk perception when purchasing products containing radioactive materials. The relationship between consumers’ risk perception and information seeking, which leads to the purchase intention of such products was also investigated. Advertisements with varying regulatory focus messages were randomly distributed to participants to determine whether consumers are more influenced by promotion-focused advertisement or prevention-focused advertisement to mitigate the risk of purchasing products containing radioactive materials. The results revealed that promotion-focused advertising messages evoked a positive effect on consumers’ radiation safety knowledge and product knowledge toward risk perception. However, prevention-focused regulatory advertising messages did not moderate the relationships between both radiation safety knowledge and product knowledge on consumers’ risk perception. This study offers guidelines for manufacturers, sellers, and marketers of products containing radioactive materials, and, importantly, for the government to devise strategies in designing effective social marketing advertisement for business, environmental and societal benefits.

Social Commerce Sites (SCSs) are any online commercial activities that use social media to promote businesses. The rapid growth of the SCSs enables businesses to enhance their commercial activities to reach broad segments. Leveraging the significant growth of SCSs, the present study aims to examine the factors to elevate consumers' decision making process underpinned by the Social Cognitive Theory (SCT) of mass communication by Bandura. This paper uncovers the influence of four factors: price consciousness, deal proneness, coupon proneness, and electronic word-of-mouth (e-WOM) on the consumer purchase intention on SCSs. The findings revealed significant positive relationships between three factors: deal proneness, electronic word-of-mouth (e-WOM), and coupon proneness on consumer purchase intention in SCSs. The practical implication suggests that marketers and firms are advised to focus on deal proneness on SCSs to attain competitive dominance in escalating consumer purchase intention. This research can assist businesses to stimulate consumer purchase intention through online transactions on SCS platforms.