Factors influencing purchase intention towards green cosmetics in Malaysia

Choong, Cai Wen (2023) Factors influencing purchase intention towards green cosmetics in Malaysia. Final Year Project, UTAR.

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Abstract

This research investigates the factors that influence purchase intention towards green cosmetics in Malaysia, a rapidly growing market with increasing awareness of environmental sustainability. The study utilizes quantitative surveys to comprehensively explore the determinants affecting consumers' inclination to purchase eco-friendly cosmetic products. Drawing upon a theoretical framework grounded in the Theory of Planned Behavior (TPB), the extended Theory of Planned Behavior (ETPB), and the Technology of Acceptance (TAM), the research identifies and analyzes key factors such as attitude, subjective norms, perceived behavioral control, environmental concerns, and social media marketing. The process of collecting data took place using online platforms, such as WhatsApp, Facebook, Instagram, and Microsoft Teams. The study is to offer useful insights for marketers, policymakers, and stakeholders in the cosmetics industry who want to comprehend and take advantage of the factors influencing customers' purchase intentions in Malaysia's green cosmetics market through data analysis and interpretation. The findings clearly show that attitude and subjective norms have a major impact on Malaysian consumers' intentions to purchase eco-friendly cosmetics. H1 and H2 were therefore supported. On the other hand, H3, H4, and H5 were disregarded because it was believed that social media marketing, environmental concerns, and behavioral control had no bearing on Malaysian consumers' intentions to purchase green cosmetics. There was a discussion of the implications, limitations, and suggestions for additional research.

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