Environmental Concern and Digital Engagement as Drivers of Circular Product Buying Intention in Malaysia: an Integrated S-O-R, TPB, and DOI Perspective

This study investigates how social media engagement and digital marketing interactions influence consumers’ intentions to purchase circular products—items designed for reuse, recycling, and waste minimization. Drawing on the Stimulus–Organism–Response (S–O–R) framework, Theory of Planned Behavior (TPB), and Diffusion of Innovations (DOI), the research examines how key constructs such as attitudes, subjective norms, and perceived consumer effectiveness (PCE) drive buying intentions, as well as how individual innovativeness moderates these relationships. A cross-sectional survey of 632 Malaysian consumers was conducted, reflecting the country’s multicultural context and rapidly growing social media penetration. Using partial least squares structural equation modeling (PLS-SEM), the findings reveal that digital stimuli—particularly social media use and digital marketing—significantly shape subjective norms, PCE, and ultimately purchase intentions. However, perceived greenwashing, product-related risks, and convenience issues can dilute the direct effect of pro-environmental attitudes. Innovativeness emerges as a pivotal moderator, strengthening the link between PCE and buying intentions while also revealing nuanced interactions with attitudes. By situating the analysis in Malaysia’s diverse and evolving consumer landscape, this study offers both theoretical and practical insights. The results underscore the importance of targeting innovative consumers and leveraging social media platforms, influencer credibility, and transparent sustainability messaging to encourage early adoption of circular offerings. Evidence-based recommendations for policymakers, businesses, and sustainability advocates are provided, aiming to accelerate the global transition toward a circular economy.