Protection Motivation Theory and Skincare Risks: The Role of Social Influence towards Purchasing Intentions of Local Cosmetic Products

Abstract

The study is conducted to investigate the extent of purchasing intention of local skincare products among Generation Y in Malaysia and its the relationship that involves variables partially adopted from protection motivation theory (PMT) such as perceived severity and whether social influence also play a catalyst element in those relationship as well. It is important to see the pattern of this behavioural element among Generation Y as this is the most targeted population of many brands as skincare consumption in Malaysia based on 2019 data which indicates an increase in purchased especially from the young generations below 30 years old. With the improvement of purchasing power and its uptrend rise in the consumption demand, it necessary for the marketeers and manufacturers to keep tab on their purchasing behaviours. More than a third of Generation Y have a tendency towards buying safer products after gathering information on social platform. This trend is likely on the high and shall have a significant impact on manufacturers of local skincare products in the near future. This study applies analysis technique using SmartPLS 3.4 version involved 197 respondent among Generation Y of various race in Malaysia. This study partially adopted Protection Motivation Theory (PMT) as main underlying framework to further explained the variables involved.