Factors influencing Gen Z's purchase intention towards green cosmetics in Malaysia

Phajan, Magandran and Lee, Nam Shing (2024) Factors influencing Gen Z's purchase intention towards green cosmetics in Malaysia. Final Year Project, UTAR.

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Abstract

This study investigates the purchase intentions of Generation Z in Malaysia toward green cosmetics, employing the Theory of Planned behavior (TPB) as the primary framework. With environmental issues gaining global attention, the beauty industry has seen a significant shift toward eco-friendly products. However, the factors influencing this trend, particularly among younger consumers like Gen Z, remain underexplored. This research aims to bridge that gap by examining how attitude, subjective norms, perceived behavioral control, and an additional variable, environmental consciousness, affect the purchase intention of Generation Z towards green cosmetics. Data were collected through a survey of Malaysian Gen Z consumers, and the results were analyzed using SPSS. The findings reveal that subjective norms, specifically the influence of friends and family, play a crucial role in shaping Gen Z's intentions to purchase green cosmetics. Besides, the findings of this research indicate that the majority of Malaysian Gen Z exhibit positive attitudes toward purchasing green cosmetics and the results indicated that perceived behavioral control posits a positive relationship between Gen Z’s purchase intention towards green cosmetics as Gen Z's intention to buy green cosmetics strengthens when they feel they have more control over their ability to access and obtain these products. Moreover, environmental consciousness emerged as a significant predictor, reinforcing the importance of personal values in driving sustainable consumption. The study's implications for marketers and policymakers are discussed, emphasizing the need for targeted strategies that leverage social influence and promote environmental values to effectively reach and engage Gen Z consumers. Besides, future research should consider exploring other potential variables such as skin type influence to gain a more comprehensive understanding of this emerging consumer segment. The five keywords of this study are Green Cosmetics, Generation, Theory of Planned Behavior (TPB), Environmental Consciousness and Purchase Intention. The subject area of this study is HF5410-5417.5 Marketing. Distribution of products

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