Unlocking the Influence of Social Media Influencers on E-Waste Recycling among Generation Z in Malaysia

This study investigates the impact of social media influencers on e-waste recycling behaviour among Malaysian Generation Z. It emphasizes the need to promote sustainable waste management as electronic waste increases rapidly. The purpose is to examine how influencer traits such as trustworthiness, expertise, attractiveness, respect, and similarity influence consumers' intentions to recycle e-waste. Data were collected through online surveys from 200 respondents selected by purposive sampling and analysed using Partial Least Squares Structural Equation Modeling. The results show that trustworthiness and respect significantly influence recycling intentions. Sustainable knowledge enhances these effects as a moderating factor. Conversely, expertise, attractiveness, and social influence do not have a significant direct impact on recycling intentions. The moderation analysis reveals that higher levels of sustainable knowledge strengthen the effects of trustworthiness and attitude on behavioural intentions. The discussion highlights that trust, moral responsibility, and education play vital roles in fostering pro-environmental behaviour. The findings suggest that credible and transparent campaigns combined with educational initiatives can effectively motivate e-waste recycling. The study extends the TEARS model by adding sustainable knowledge as a moderator, offering deeper insights into influencer attributes that promote environmental actions. These insights can help policymakers and organisations develop strategies to enhance trust and awareness for effective waste disposal.