Determinants of Green Cosmetic Purchase Intentions in Malaysia

Abstract

The purpose of this study is to investigate the determinants that impact Malaysian consumers’ intent to purchase green cosmetics, a market that is expanding at a rapid rate within the cosmetics sector. The study derived the underpinning theory from the Theory of Planned Behaviour (TPB). A survey using online questionnaire were conducted using convenience sampling where the qualified respondents were collected. A total of 385 samples were successfully collected for the study. The hypotheses were tested using regression analysis in the SPSS. The findings showed that attitude, subjective norms and perceived behaviour control (PBC) have significant influence on consumers’ intentions to purchase green cosmetics in Malaysia. Attitude had the highest beta meaning the most influencing factor on the intention to purchase green cosmetics. This research emphasizes the importance of attitude in considering the factors examined for marketers in order to increase the market competitiveness. The study also showed that Theory of Planned Behaviour a potent theory in explaining purchase behaviours of consumers.