Abstract
This study examined the effect of environmental concern, attitude, subjective norm, perceived behavioural control, and availability on the intention to purchase green skincare products and the effect of purchase intention on the purchase of green skincare products among Malaysian consumers. By performing multi-group analysis (MGA), this study assessed the difference in each association across gender and education groups. A cross-sectional design was adopted in this study to gather quantitative data from 300 respondents in Malaysia via online survey. The study outcomes revealed that environmental concern and attitude towards green skincare products displayed a significant effect on the intention among Malaysians to purchase green skincare products. Purchase intention exhibited a significantly positive effect on the purchase of green skincare products among Malaysian consumers. Further, purchase intention mediated the effect of environmental concern and attitude on the purchase of green skincare products. The MGA outputs revealed that the effect of environmental concern on purchase intention among respondents with a bachelor’s degree or equivalent was significantly higher than those who held a diploma or technical school certificate. Meanwhile, the effect of subjective norms on purchase intention among respondents with a bachelor’s degree or equivalent was significantly lower than those with a diploma or technical school certificate. Next, the effect of availability on purchase intention, as well as the effect of purchase intention on the purchase of green skincare products among male respondents was significantly higher than female respondents. In order to promote the mass adoption of green skincare products among Malaysians, related promotional activities should emphasize the environmental aspects of using green products, in comparison to using conventional skincare products.
Highlights
Green consumption has been gaining momentum as it empowers the mitigation of climate issues, and offers business growth opportunities to numerous companies [1]
The study results offer the prized understanding that attitude towards green skincare products emerged as the most significant factor in predicting the purchase behaviour of green skincare products, followed by the intention to purchase green skincare products
Individual concern for the environment appeared to be the third critical essential factor that predicted the purchase of green skincare products
Summary
Green consumption has been gaining momentum as it empowers the mitigation of climate issues, and offers business growth opportunities to numerous companies [1]. Green consumption is increasingly becoming synonymous with the terms “organic”, “healthy”, and “sustainable”, mainly because these green products or services minimise the deleterious effect of human actions on the environment [2,3]. This rising environmental awareness has led to the emergence of a new type of consumer behaviour—green consumption [4]. The Malaysian cosmetic product market has been growing exponentially along with the organic cosmetic market, which recorded 10% annual growth and a projection of above US$600 million by the end of the year 2020 This increase in market size and consumer interest in green products makes the exploration of this consumer segment worthwhile
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