Exploring the Intention-Behavior Gap: A Qualitative Study on Malaysian Consumers’ Adoption of Green Cosmetic Products

The global demand for natural and organic cosmetics has gown significantly, driven by raising environmental awareness and consumer preferences for sustainable products. In Malaysia, a culturally diverse market with increasing ecological concerns, the adoption of green cosmetic products presents both opportunities and challenges. Despite consumers’ positive attitudes towards eco-friendly products, perception of higher costs often deter purchase, creating an intention-behavior gap. This study explores the underlying factors influencing Malaysian consumer’s adoption of green cosmetic products through a qualitative research design. Semi-structure interviews were conducted to gain in-depth insights into consumer motivation, perceptions, and purchasing behaviors. The findings reveal that access to information, promotional incentives, and perceived product value act as driver encouraging consumers to choose green cosmetic, while brand loyalty plays a vital role in bridging the intention-behavior gap. A conceptual framework was developed to illustrate these dynamics within Malaysia’s socio-economic context. The study offers practical implications for marketers, policymakers, and industry stakeholders seeking to promote sustainable consumption in the cosmetics sectors.