Eco-Friendly Beauty Products in Malaysia: Unveiling Consumer Purchase Intentions and Influential Factors

This study investigates and unveils the purchase intentions of Malaysian consumers regarding eco-friendly beauty products. The study focuses on identifying the influential factors that shape these purchase intentions, providing valuable insights into consumer behaviour and preferences within the eco-friendly beauty product market in Malaysia. Quantitative methods of questionnaires and convenience sampling techniques were employed in this study. Data were collected using an online questionnaire survey of 261 Malaysian consumers. The research data were analysed using descriptive analysis and structural equation modelling–partial least structural with the aid of SmartPLS 3.3.7 software. Among the six hypotheses tested in this study, three were accepted, covering lifestyle, pharmacological essence, and ethical consumerism. Meanwhile, three hypotheses that are not accepted are visual appeals, brand images, and social influences. The findings will increase consumers’ interest in purchasing eco-friendly beauty products as well as increase marketers’ understanding of Malaysian consumers more deeply. The findings of this study provide valuable insights for businesspeople, academics, and practitioners to influence consumers' purchasing of eco-friendly beauty products. It will allow marketers to create more effective tactics for the eco-friendly beauty products market niche.