Examining the Impact of Environmental Factors, Consumer Perceptions, and Subjective Norms on Intentions to Purchase Foreign Cosmetic Brands

The study was designed to explore the environmental factors, consumer perceptions, and subjective norms influencing the intention to purchase foreign cosmetic brands among university students in Malaysia. A survey research design was used to collect the data from a randomly selected sample of 364 students. The study used Statistical Package for the Social Sciences (SPSS) to analyze the data obtained from the sample and test the hypotheses in the model. The findings of the study revealed that environmental factors, as well as subjective norms, influenced an individual’s decision to purchase a foreign cosmetic brand. The study established a significant positive relationship between environmental factors and student purchase intention as well as a relationship between subjective norms and student purchase intention. However, the study found no significant relationship between perception toward foreign products and student purchase intention. The study makes a significant contribution by providing valuable insights to both local and multinational cosmetic companies in improving their products and services for business promotion.