Determinants of consumer purchase intention toward organic beauty products among women in malaysia

The goal of this research is to investigate the determinants of consumer purchase intention towards organic beauty products. Thus, the key objective of this study is to investigate the influence of green ads, trust, attitude and green knowledge toward organic beauty product purchase intention among women in Malaysia. Using a quantitative method this study employs online questionnaire surveys to women in Malaysia. 384 data have been collected using purposive sampling and analysed using the SPSS 28 version. The results show that there were positive significant correlations between green ads, trusts, attitude and green knowledge with consumer purchase intention. Significance of this study is the expansion of knowledge on the factors that lead to purchase intention towards organic beauty products. Future research can expand this study by investigating other factors using qualitative methods and different respondents.
Keywords: Green Ads, Trust, Attitude, Green Knowledge, Purchase Intention