Factors Influencing Green Cosmetic Purchase Intention Among Malaysian Consumers

Abstract

Interest in green, sustainable, and natural products is on the rise in the health and beauty products market. The intention to purchase green cosmetics is crucial for the sustainability of green cosmetics manufacturers. In this regard, the current study examined factors influencing green cosmetic purchase intention among Malaysian consumers. The authors used the theory of planned behavior to identify green cosmetics purchase intention among consumers in Malaysia. A total of 291 responses were analyzed with smart partial least square. The analysis revealed that attitude, environmental concern, subjective norms, perceived behavioral control, product availability, and have a positive influence on the purchase intention of green cosmetics in Malaysia. The findings are essential for the green cosmetics manufacturers to craft a marketing strategy aimed at green cosmetics consumers in Malaysia.