Consumer motivation to repurchase organic personal care products (PCP) among young adults in Malaysia

Chow, Crystal Weng Yann (2024) Consumer motivation to repurchase organic personal care products (PCP) among young adults in Malaysia. Final Year Project, UTAR.

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Abstract

This research aims to study the relationship between attitude, subjective norms, perceived behavioral control, and customer satisfaction toward the repurchase intention of organic personal care products among young adults in Malaysia. The target respondents in this research are young adults which include Generation Y and Generation Z who are aged between 19-39 years old. Moreover, 270 sets of questionnaires were collected while only 256 sets of respondents were valid. Data collected from the survey are analyzed using Statistical Package for Social Science (SPSS) version 25. Respondents' feedback was analyzed and presented through descriptive analysis, reliability analysis, Pearson Correlation, and Multiple Regression Analysis. The research findings show that all the independent variables which include attitude, subjective norms, perceived behavioral control, and customer satisfaction have a significant relationship with the repurchase intention of organic personal care products. Additionally, managerial implications have been discussed to provide insightful information to firms or marketers that sell organic personal care products. Lastly, the limitations associated with this research were stated and recommendations were developed to assist future researchers in managing the limitations

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