Drivers of generation z consumer's purchase intention toward green skin care products

Lee , Ken Hau (2026) Drivers of generation z consumer's purchase intention toward green skin care products. Final Year Project, UTAR.

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Abstract

The increasing awareness of environmental issues has significantly influenced consumer behaviour, particularly in the beauty and skincare industry. This study aims to examine the factors influencing Generation Z’s purchase intention toward green skin care products in Malaysia. Despite the growing demand for eco-friendly products, a gap remains between consumers’ environmental awareness and their actual purchasing behaviour. Therefore, this research seeks to identify the key determinants that drive or hinder purchase intention among Generation Z consumers. This study is grounded in the extended Theory of Planned Behaviour (TPB), incorporating attitude, subjective norms, and perceived behavioural control as core variables, along with additional factors such as price and environmental knowledge. A quantitative research approach was adopted, and data were collected through a structured online questionnaire, namely Google Forms, distributed to Generation Z respondents across Malaysia. A total of 224 valid responses were obtained and analysed to examine the relationships between the independent variables and purchase intention. The findings of this study provide valuable insights into how psychological, social, and economic factors influence sustainable purchasing behaviour. Attitude, subjective norms, and perceived behavioural control play significant roles in shaping consumers’ intentions, while price and environmental knowledge further enhance the explanatory power of the model. The results highlight that although Generation Z consumers are environmentally conscious, factors such as affordability, accessibility, and knowledge gaps continue to affect their decision-making process. This research contributes to both academic literature and practical applications by offering a deeper understanding of Generation Z’s behaviour in the green skin care market. The findings can assist marketers in developing effective strategies, policymakers in promoting sustainable consumption, and businesses in enhancing their competitive advantage within the growing eco-friendly beauty industry. Keywords: Green Skin Care, Purchase Intention, Generation Z, Environmental Knowledge, Theory of Planned Behaviour

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