There are numerous illnesses related to beauty products consumption have led many companies to plan for a better solution that emphasis on green, and natural products ingredients. Women consumers in beauty product industry is considered as one of the biggest populations that contribute significantly to economic growth worldwide. This study aims to investigate the female consumer perspective in relation to the health and environment. 200 were returned and usable. The findings indicated that factors like attitude, subjective norms and behavioral control do influence women consumer's intention to purchase natural beauty product. Specifically, health consciousness and environment consciousness are significant in influencing their consumers' purchase intention. Practically, the findings helped marketers to be creative when promoting the beauty products by highlighting on sustainability and product safety to feed into the women's attitude toward natural beauty products.
The global cosmetic sales have been growing since the last decade and will continue to grow steadily in emerging market until now (
was reflected as an important determinant that shows how engaging the consumers are toward environmentally purchasing behavior (Chen, Chen, & Chen, 2014; Łopaciuk & Łoboda, 2013) . Hence, this paper provides an understanding of women consumers attitude on sustainable cosmetics and beauty products. Malaysia is still at the growth stage of implementing an environmentally-friendly products within the context of sustainability (
According to Ajzen, Timko, & White, (
The role of environmental concerns on consumer purchasing intention is becoming clear on the consumption of environmentally friendly products. Environment awareness is not only a concern for its ecological associations and organizer but also important for marketing and sales (
Based on M. Chen, (
According to Coleman et.al (
Perceived behavioral control is indicates as a individual’s perceived ease or strong of bringing out an intended behavior by (
For these researchers, intention is the most highly expected element for behavior. Commonly, additional attitude and subjective norm are advantageous, extra perceived control is to increase and additional intention of individual performs behavior in issue. In additional, Hur, Kim, & Park, (
The respondents for this study are women who have been using the natural beauty product for the past three years. These respondents are able to understand the phenomenon of using natural beauty product and consequences on chemical substance in conventional product. Data were collected using questionnaires that were distributed among the potential respondents, in which the data is collected from the right sample group.
Regression analysis been used to find out purchase intention towards natural beauty products. A linear regression was used to determine whether the positive relationship was present health consciousness and environmental consciousness towards attitude. The result shows the value of R square is 23% stated that there is positive relationship between health and environmental consciousness towards attitude. This is supported by Beta (B) values which also score a positive value with 29.2% and 27.3%. Based on the results in Table 1.0 it shows a strong significant with 0.00. It can be assumed that health consciousness fully and environmental consciousness partially influences their attitude.
0, we want to know which of the independent variables contributed to the prediction of the dependent variable A linear regression was used to determine whether the positive relationship was present attitude, subjective norms, perceived behavioral control and purchase intention The value of r square is 224% stated that there is positive relationship between attitude, subjective norms, perceived behavioral control and purchase intention This is supported with Beta values which also score a positive value with 181% for attitude, 162% for subjective norms and 275% for perceived behavioral control It can be concluded that all the variables influenced the women’s purchase intention of natural beauty products
B | Std. Error | Beta | T-Value | P-Value | ||
1 | (
|
2.346 | .249 | 9.405 | .000 | |
Health_Consciousness | .264 | .063 | .292 | 4.168 | .000 | |
Environmental_Consciousness | .194 | .050 | .273 | 3.899 | .000 | |
A. Dependent Variable: Attitude |
Discussion and ConclusionBStd. ErrorBetaT-ValueP-Value1(
This study aimed to investigate the factors that may influenced women consumers intention to purchase natural beauty products using theory of planned behavior. The study developed a conceptual model by incorporating major predictor such as personal values into the well-established theory of planned behavior. Overall, the developed model of the study brings some contribution to the theory which is discussed in the following. Based on the findings, it was confirmed that all three variables do provide significant influence on women consumers’ intention towards natural beauty products. In the second analysis, the dimension of attitudes includes perceived health consciousness and environmental consciousness. Based on the result health consciousness contributed to the highest variance of the women’s purchase intention of natural beauty product followed by the environmental consciousness. Therefore, it is highly recommended to include these two variables as the indicator of purchase intention of natural beauty products. In terms of health and environmental consciousness, the result showed women consumers with greater concern for their health will have a higher intention to purchase natural beauty products. They also indicated how environmentalism as important to protecting themselves and their families. also having more positive feelings about environmental activities and are concerned about environmental risks towards their health. Hence, it is suggested for the retail cosmetic stores to implement effective marketing strategies emphasizing on ecological beauty or product safety to satisfy the values of potential consumers. As women are mostly the users of cosmetics and beauty products, hence it is recommended that retailers might want to change consumers’ perception of higher price to affordable prices using multiple marketing strategies which implement the ideas that they capable to buy the sustainable and natural beauty products