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The Clean Beauty: Factors Affecting Organic Cosmetics Purchase Intention among Malaysian Millennials

Author

Listed:
  • Norazira Mohd Abas

    (Faculty of Business & Management)

  • Nurul Zamratul Asyikin Ahmad

    (Faculty of Business & Management)

  • Ahmad Harith Syah Md Yusuf

    (Academy of Language Studies)

  • Adi Hakim Talib

    (College of Computing, Informatics, and Mathematics)

  • Ridzuan Adli Azidin

    (College of Creative Arts, Universiti Teknologi MARA Cawangan Melaka Malaysia)

Abstract

There is a growing demand for organic cosmetic products among Malaysian consumers. This shift in consumer preferences has led to a surge in demand for products made with organic, plant-based extracts, cruelty-free, and vegan ingredients. Due to their heightened environmental awareness and inclination towards sustainable behaviour, millennial consumers are widely acknowledged as key drivers of the green consumption movement. This study aims to investigate the factors influencing the purchase intention of organic cosmetics among Malaysian millennials, discussing factors such as attitude, subjective norms, and perceived behavioural control, based on the Theory of Planned Behaviour (TPB).

Suggested Citation

  • Norazira Mohd Abas & Nurul Zamratul Asyikin Ahmad & Ahmad Harith Syah Md Yusuf & Adi Hakim Talib & Ridzuan Adli Azidin, 2024. "The Clean Beauty: Factors Affecting Organic Cosmetics Purchase Intention among Malaysian Millennials," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 3046-3055, September.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:9:p:3046-3055
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    References listed on IDEAS

    as
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    2. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    3. Piyanoot Kamalanon & Ja-Shen Chen & Tran-Thien-Y Le, 2022. "“Why Do We Buy Green Products?” An Extended Theory of the Planned Behavior Model for Green Product Purchase Behavior," Sustainability, MDPI, vol. 14(2), pages 1-28, January.
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    6. Van Tonder, E. & Fullerton, S. & De Beer, L.T. & Saunders, S.G., 2023. "Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
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