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Perceived Circular Economy as a Mediator between Green Advertising and Circular Buying Behaviour of Green Products

The circular economy has gained attention as the outcome of Sustainable Development Goals (SDGs), which focus on Responsible Consumption and Production (SDG-12). Although the circular economy is a good initiative to make the environment more sustainable, however, consumers’perceptions of circular pr...

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Main Authors: Chan, Tak Jie, Asmaul Husna, Haris Fadzilah, Mohd Safwan, Ramli, AL Amirul Eimer, Ramdzan Ali
Format: Article
Language:English
Published: IP Media Sdn. Bhd. & SiMo Excel PLT 2025
Subjects:
H Social Sciences (General)
Online Access:http://ir.unimas.my/id/eprint/47601/3/Perceived%20Circular%20Economy.pdf
http://ir.unimas.my/id/eprint/47601/
https://compendiumpaperasia.com/index.php/cpa/article/view/358#:~:text=The%20findings%20revealed%20that%20green,advertising%20and%20circular%20buying%20behavior.
https://doi.org/10.59953/paperasia.v41i1b.358
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spelling my.unimas.ir-476012025-02-17T07:40:21Z http://ir.unimas.my/id/eprint/47601/ Perceived Circular Economy as a Mediator between Green Advertising and Circular Buying Behaviour of Green Products Chan, Tak Jie Asmaul Husna, Haris Fadzilah Mohd Safwan, Ramli AL Amirul Eimer, Ramdzan Ali H Social Sciences (General) The circular economy has gained attention as the outcome of Sustainable Development Goals (SDGs), which focus on Responsible Consumption and Production (SDG-12). Although the circular economy is a good initiative to make the environment more sustainable, however, consumers’perceptions of circular products are not always favorable. Therefore, this study aims to examine green advertising on the buying behavior of circular products, mediated by the circular economy. The study utilized Signaling Theory as the underpinning theory. The study applied a quantitative approach by using the survey method. The valid 183 respondents were collected via the purposive sampling technique and analyzed using Partial Least Square Structural Equation Modeling. The findings revealed that green advertising positively impacts circular buying behavior and the perception of circular economy. In addition, the circular economy positively impacts circular buying behavior. The study also found that circular economy mediates between green advertising and circular buying behavior. The study provides insightful implications for circular product businesses to embrace green advertising strategies to attract young consumers. In addition, educational institutions and consumer society should inculcate the concept of circular economy and help enrich knowledge and understanding to achieve the SDGs' goals and contribute to sustainable marketing scholarship. KEYWORDS: Circular economy, Green advertising, Circular buying behavior, Sustainable consumption and production, SDG-12 IP Media Sdn. Bhd. & SiMo Excel PLT 2025-01-15 Article PeerReviewed text en http://ir.unimas.my/id/eprint/47601/3/Perceived%20Circular%20Economy.pdf Chan, Tak Jie and Asmaul Husna, Haris Fadzilah and Mohd Safwan, Ramli and AL Amirul Eimer, Ramdzan Ali (2025) Perceived Circular Economy as a Mediator between Green Advertising and Circular Buying Behaviour of Green Products. COMPENDIUM by paperASIA, 41 (1b). pp. 184-194. ISSN 0218-4540 https://compendiumpaperasia.com/index.php/cpa/article/view/358#:~:text=The%20findings%20revealed%20that%20green,advertising%20and%20circular%20buying%20behavior. https://doi.org/10.59953/paperasia.v41i1b.358
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Chan, Tak Jie
Asmaul Husna, Haris Fadzilah
Mohd Safwan, Ramli
AL Amirul Eimer, Ramdzan Ali
Perceived Circular Economy as a Mediator between Green Advertising and Circular Buying Behaviour of Green Products
description The circular economy has gained attention as the outcome of Sustainable Development Goals (SDGs), which focus on Responsible Consumption and Production (SDG-12). Although the circular economy is a good initiative to make the environment more sustainable, however, consumers’perceptions of circular products are not always favorable. Therefore, this study aims to examine green advertising on the buying behavior of circular products, mediated by the circular economy. The study utilized Signaling Theory as the underpinning theory. The study applied a quantitative approach by using the survey method. The valid 183 respondents were collected via the purposive sampling technique and analyzed using Partial Least Square Structural Equation Modeling. The findings revealed that green advertising positively impacts circular buying behavior and the perception of circular economy. In addition, the circular economy positively impacts circular buying behavior. The study also found that circular economy mediates between green advertising and circular buying behavior. The study provides insightful implications for circular product businesses to embrace green advertising strategies to attract young consumers. In addition, educational institutions and consumer society should inculcate the concept of circular economy and help enrich knowledge and understanding to achieve the SDGs' goals and contribute to sustainable marketing scholarship. KEYWORDS: Circular economy, Green advertising, Circular buying behavior, Sustainable consumption and production, SDG-12
format Article
author Chan, Tak Jie
Asmaul Husna, Haris Fadzilah
Mohd Safwan, Ramli
AL Amirul Eimer, Ramdzan Ali
author_facet Chan, Tak Jie
Asmaul Husna, Haris Fadzilah
Mohd Safwan, Ramli
AL Amirul Eimer, Ramdzan Ali
author_sort Chan, Tak Jie
title Perceived Circular Economy as a Mediator between Green Advertising and Circular Buying Behaviour of Green Products
title_short Perceived Circular Economy as a Mediator between Green Advertising and Circular Buying Behaviour of Green Products
title_full Perceived Circular Economy as a Mediator between Green Advertising and Circular Buying Behaviour of Green Products
title_fullStr Perceived Circular Economy as a Mediator between Green Advertising and Circular Buying Behaviour of Green Products
title_full_unstemmed Perceived Circular Economy as a Mediator between Green Advertising and Circular Buying Behaviour of Green Products
title_sort perceived circular economy as a mediator between green advertising and circular buying behaviour of green products
publisher IP Media Sdn. Bhd. & SiMo Excel PLT
publishDate 2025
url http://ir.unimas.my/id/eprint/47601/3/Perceived%20Circular%20Economy.pdf
http://ir.unimas.my/id/eprint/47601/
https://compendiumpaperasia.com/index.php/cpa/article/view/358#:~:text=The%20findings%20revealed%20that%20green,advertising%20and%20circular%20buying%20behavior.
https://doi.org/10.59953/paperasia.v41i1b.358
_version_ 1825166849811152896
score 13.239859

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