Predicting consumer purchase intention towards green cosmetics in Malaysia, extending the theory of planned behavior

Chang, Han Xi and Goh, Kai Jie (2025) Predicting consumer purchase intention towards green cosmetics in Malaysia, extending the theory of planned behavior. Final Year Project, UTAR.

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Abstract

This study investigates the factors influencing consumer purchase intention towards green cosmetics in Malaysia by extending the Theory of Planned Behaviour (TPB). Amid rising environmental and health concerns, green cosmetics have gained prominence, prompting a need to understand what drives consumers to choose sustainable alternatives. The research incorporates five key constructs—attitude, subjective norms, perceived behavioural control, environmental concern, and health consciousness—to assess their impact on purchase intention. Data were collected through a structured questionnaire distributed to Malaysian respondents aged 18 and above who are financially independent. A total of 403 valid responses were analysed using Statistical Package for the Social Sciences (SPSS) and SmartPLS for Structural Equation Modeling (SEM). Findings revealed that attitude, perceived behavioural control, environmental concern, and health consciousness significantly influenced purchase intention, whereas subjective norms showed an insignificant effect. These results highlight the growing importance of personal values and self-efficacy in encouraging green cosmetic consumption. This study contributes to academic literature by expanding the TPB framework and offers practical implications for marketers and policymakers aiming to promote sustainable consumer behavior. Recommendations for future research and industry practices are also discussed to further enhance the adoption of eco-friendly cosmetic products in Malaysia. Keywords: Green Cosmetics, Purchase Intention, Consumer, Malaysia, Theory of Planned Behavior, Environmental Concern, Health Consciousness Subject Area: HF5410-5417.5 Marketing. Distribution of products

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