MALAYSIAN WOMEN’S INTENTION TO PURCHASE GREEN COSMETIC PRODUCTS

Normaziah  Che Musa; Muhammad Syafiq  Mohd Salleh; Khaw Thean  Boon; Azri  Ab Aziz; Christyne Tyller; Tan Chun Liang; Wan Jee Wong

Authors

Normaziah Che Musa Faculty of Business and Technology, UNITAR International University, Petaling Jaya, Selangor, Malaysia
Muhammad Syafiq Mohd Salleh Faculty of Business and Technology, UNITAR International University, Petaling Jaya, Selangor, Malaysia
Khaw Thean Boon UNITAR Graduate School, UNITAR International University, Petaling Jaya, Selangor, Malaysia
Azri Ab Aziz UNITAR Graduate School, UNITAR International University, Petaling Jaya, Selangor, Malaysia
Christyne Tyller UNITAR Graduate School, UNITAR International University, Petaling Jaya, Selangor, Malaysia
Tan Chun Liang UNITAR Graduate School, UNITAR International University, Petaling Jaya, Selangor, Malaysia
Wan Jee Wong UNITAR Graduate School, UNITAR International University, Petaling Jaya, Selangor, Malaysia

Keywords:

Theory of Planned Behaviour, Personal Norms, Attitude, Environmental Concern, Willingness to Pay, Purchase Intention

Abstract

Understanding consumer purchase intention is crucial for the sustainable success of cosmetic companies. The Theory of Planned Behaviour (TPB) has been used as the underpinning theory for this study. This study collected samples from 300 female respondents via a questionnaire of 46 questions. The result of the data analysis was able to show that all four components; personal norms, attitude, environmental concern, and willingness to pay, have a positive relationship with the purchase intention of green cosmetic products. The outcome of this study contributed to the enrichment of the underpinning theory. It has provided useful marketing insights for cosmetic manufacturers, and it promotes social awareness to protect our environment for future generations.

MALAYSIAN WOMEN’S INTENTION TO PURCHASE GREEN COSMETIC PRODUCTS

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