Understanding the Consumers’ Purchase Intention Toward Green Cosmetic Products in Malaysia

This research explores the evolving landscape of consumer behaviors within Malaysia’s growing market for green cosmetic products. Globally, the natural and organic cosmetics market has witnessed substantial growth, reflecting an increasing trend toward green cosmetic choices. In Malaysia, a market characterized by diverse consumer preferences and heightened environmental awareness, this study aims to unravel the intricate factors influencing consumers’ intentions in adopting green cosmetic products. Despite a preference for eco-friendly items, challenges arise from the perception that green products are inherently more expensive, leading some consumers to choose more economical alternatives. Sampling methods for this study involved a combination of purposive and convenience sampling. Situated in the unique socio-economic and cultural context of Malaysia, this research employs semi-structured interviews to delve into the factors shaping consumers’ purchase intentions. The findings reveal significant shifts in Malaysian consumers’ purchase behavior, notably an increased inclination to choose green cosmetics when armed with more information and a growing preference for products offering promotions and discounts. The study establishes a conceptual framework, highlighting the intention-behavior gap and brand loyalty as key factors driving these changes in purchase intention among Malaysians.