Online Impulse Buying Behaviour towards Organic Cosmetics among Malaysian Consumers: A Conceptual Paper

Abstract

Impulse buying has been a phenomenon, especially with the growth of e-commerce. Research has shown that 40% - 60% of purchases are among impulse buyers. This shows the importance of impulse buying among consumers and among sellers. Cosmetics brands are starting to have their own websites and promote their products online. As this industry is booming, with the rapid changes in technology, it is essential to see the factors that trigger impulse buying tendencies. However, there is still lacks of literature addressing the interaction between impulse buying tendency towards organic cosmetic among Malaysian consumers, especially during online purchase. Therefore, this paper is discussing the factors effecting impulse buying tendency for organic cosmetics. Factors that are discussed in this paper include website product display, promotional activities, impulsive traits, and consumer mood/feeling while buying.