MILLENIAL’S BEHAVIOUR AND ATTITUDE TOWARDS NATURAL COSMETICS: A CASE STUDY IN UNIVERSITI MALAYSIA TERENGGANU

Abstract

Investing in natural cosmetics contributes to the sustainability of natural resources in two ways – the emission of less harmful by-products, and the conservation of ecosystems through sustainable harvesting of resources. Therefore, studying students’ (millennials’) behaviour and attitude towards these products may help improve awareness-raising approaches on their benefits for local market acceptance. A study was conducted in Universiti Malaysia Terengganu (UMT), Malaysia with the aim to understand the current perception and habits of UMT students towards natural cosmetics and their readiness to convert to natural cosmetics. 521 responses were collected through an online survey that focused on three themes: Stage of Change, Decisional Balance Inventory, and Product Knowledge and Perception. The study found that most of the respondents (79%) claim to be using natural cosmetics, while only nine percent are not considering at all. Eighty-six percent of those users practice label reading habits although most respondents could not distinguish natural cosmetics from synthetic ones if solely based on personal knowledge and appearance of product. This proves that product design does influence customers’ purchasing behaviours. Moreover, results indicate that existing natural cosmetic users are quite likely to maintain the habit, while others are still indecisive. Meanwhile, label reading habits are quite likely to be maintained by many respondents. Hence, based on results, businesses should acknowledge that there is a demand in natural cosmetics among Malaysian millennials, and should increase their promotional activities, improve product design and affordability in order to grab consumers’ attention to switch from synthetic to natural cosmetics.