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

Norazira Mohd Abas, Nurul Zamratul Asyikin Ahmad, Ahmad Harith Syah Md Yusuf, Adi Hakim Talib and Ridzuan Adli Azidin
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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

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 3046-3055

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).

Date: 2024
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