PURCHASE INTENTION OF NATURAL COSMETICS IN MALAYSIA

Abstract

Nowadays, use of cosmetics has become an essential part for today generation. The global cosmetics market has showed a significant growth by around 14.6 % by 2018 due to the increase of men market and also the concerns of appearance of today
generation (Beauty Industry Analysis 2018 – Cost and Trends). However, there is still limited research on the growth of natural cosmetics markets in the world.

Therefore, this research is initiated to narrow down the gap of literatures by determining the factors which influence customer’s purchase intention over natural cosmetics in Malaysia. In this research, social influence, brand image and health consciousness were selected as the independent variables to construct this research. Relevant literatures and appropriate measurement models were reviewed in this research which concern to all variables.

Besides, descriptive correlation design is used as the research method. Nonprobability convenient sampling was distributed to relatives, friends, and family for the part of data collection. The data which collected is used for statistical test to ensure the reliability, validity and accuracy of this research.