FACTORS INFLUENCING CONSUMER PURCHASE INTENTION TOWARDS GREEN COSMETICS PRODUCTS AMONG YOUNG CONSUMERS IN MALAYSIA

Abstract

The purpose of this study is to investigate the intentions of young customers to purchase green cosmetics. The recent environmental challenges on a global scale which increase consumer awareness of the significance of an eco-friendly consumption pattern for the preservation of the natural environment become the motivation for this study. Based on the Theory of Planned Behaviour, subjective norm, attitude, environmental knowledge and altruism were assumed to have influence on purchasing intention. Data was collected using online survey and to test the hypotheses, the multiple regression technique was applied. Subjective norm, attitude, and altruism are found to have positive influence on purchase intention of ecological friendly cosmetics. While environmental knowledge has a negligible effect on the intention to purchase ecological friendly cosmetics. The study’s findings are based on responses to a questionnaire among students at a university. There is limitation on generalization on its findings as the sample may not reflect the general population of young consumers. The study provides a new insight into young consumer purchase intention towards green cosmetics. Cosmetic manufacturers can increase green cosmetics utilisation by enhancing the overall quality of the product and focusing on responding to consumer environmental concerns.