Purchasing Behaviour of UMK Students Towards Natural Personal Care and Toiletries Products

The growth of the natural personal care and toiletries products in Malaysia is still in infancy. The number of the conventional personal care and toiletries products is higher
in the market compared to the natural personal care and toiletries products. Frequent usage of the conventional products is contributing to the environmental destruction and it causes adverse effect to human health. This research aimed to (i) study the demographic of respondents in purchasing the natural personal care and toiletries
products in UMK and (ii) to determine the main factor that affecting the purchasing intention of the respondents towards the natural personal care and toiletries products.
This study was conducted using a survey method. Research instrument, namely the questionnaire was used to collect the data. The target respondents for this study were
368 respondents from UMK students where they were selected by convenience sampling method. The reliability of the questionnaire was tested by using the Cronbach’s Alpha before it was distributed to the respondents. Data gathered were analysed using the Statistical Package for Social Sciences (SPSS). The descriptive analysis was used to describe the demographic data. Multiple regression was applied to determine the main factors that affect the consumer purchasing behaviour towards the natural personal care and toiletries products. The most influential factor was health consciousness followed by appearance consciousness and environmental consciousness. This study is beneficial to the future entrepreneurs and manufacturers who intend to venture into the natural personal care and toiletries products industry. This is because the findings of this study enable them to understand and aware of the purchasing behaviour of consumer towards the natural personal care and toiletries products.