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

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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)

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.

Suggested Citation

  • Abdullah Al Mamun & Noorshella Che Nawi & Naeem Hayat & Noor Raihani Binti Zainol, 2020. "Predicting the Purchase Intention and Behaviour towards Green Skincare Products among Malaysian Consumers," Sustainability, MDPI, vol. 12(24), pages 1-18, December.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:24:p:10663-:d:465488
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    References listed on IDEAS

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    4. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Mohmmad H Alatawi, Fatmah, 2022. "Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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