Predicting the Purchase Intention and Behaviour towards Green Skincare Products among Malaysian Consumers

Abdullah Al Mamun, Noorshella Che Nawi, Naeem Hayat and Noor Raihani Binti Zainol
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Abdullah Al Mamun: Faculty of Business and Management, UCSI Graduate Business School, UCSI University, Kuala Lumpur 56000, Malaysia
Noorshella Che Nawi: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia
Naeem Hayat: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia
Noor Raihani Binti Zainol: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu 16100, Malaysia

Sustainability, 2020, vol. 12, issue 24, 1-18

Abstract: This study examined the effect of environmental concern, attitude, subjective norm, perceived behavioural control, and availability on the intention to purchase green skincare products and the effect of purchase intention on the purchase of green skincare products among Malaysian consumers. By performing multi-group analysis (MGA), this study assessed the difference in each association across gender and education groups. A cross-sectional design was adopted in this study to gather quantitative data from 300 respondents in Malaysia via online survey. The study outcomes revealed that environmental concern and attitude towards green skincare products displayed a significant effect on the intention among Malaysians to purchase green skincare products. Purchase intention exhibited a significantly positive effect on the purchase of green skincare products among Malaysian consumers. Further, purchase intention mediated the effect of environmental concern and attitude on the purchase of green skincare products. The MGA outputs revealed that the effect of environmental concern on purchase intention among respondents with a bachelor’s degree or equivalent was significantly higher than those who held a diploma or technical school certificate. Meanwhile, the effect of subjective norms on purchase intention among respondents with a bachelor’s degree or equivalent was significantly lower than those with a diploma or technical school certificate. Next, the effect of availability on purchase intention, as well as the effect of purchase intention on the purchase of green skincare products among male respondents was significantly higher than female respondents. In order to promote the mass adoption of green skincare products among Malaysians, related promotional activities should emphasize the environmental aspects of using green products, in comparison to using conventional skincare products.

Keywords: green products; skincare; theory of planned behaviour; intention and adoption; Malaysia (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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