Customer Purchase Intention for Organic Personal Care Product

Abstract

This research is aim to find out what are the factors that influence generation Y's purchase intention for organic personal care product. Nowadays, people are more concern for their health. There are eight variables have been investigated in this research that might influence the generation Y's purchase intention on organic personal care product. The eight variables included attitude, subjective norms, perceived behavioural control and 5 demographic factors which include of gender, age, income level, education level and races. The research is completed with the questionnaire which conducted for data collection purpose. This study had been conducted around the state of Melaka, Malaysia and some of the organic personal care shops which locate in Malaysia. A total of 155 questionnaires issued to the respondents but there is only 152 with the completed data. The target respondents for this research are generation Y who stay in Malaysia. The data collected is keyed into Statistical Package of the Social Science (SPSS) for analysis. Among the test incorporated in this study are reliability test, normality test, descriptive test t-test, ANOVA and Multiple Linear Regression. The study revealed that attitude and subjective norms have significant relationship with customer purchase intention for organic personal care product. Besides, the study also found that there is a significant difference of consumer purchase intention of organic personal care product for age and income level. Keywords: Purchase Intention, Organic Product, Organic Personal Care Product, Green Environment