Factors That Influence Purchasing Behaviour Towards Organic Personal Care Product Among Generation Y In Malacca

Nur Najihah, Mohd Fouzan (2015) Factors That Influence Purchasing Behaviour Towards Organic Personal Care Product Among Generation Y In Malacca. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Green buying behaviour is known for the consumption of goods and products that are recyclable/reusable, beneficial to the environment, and/or being responsible to the environmental concern. As green products have gained popularity in the market, more consumers have looked for greener products. Personal care products containing organic ingredients is the American National Standard that defines labelling and marketing requirements for contains organic ingredients claim for products with a minimum organic content of 70 percent. Products in the standard include cosmetic products, rinse-off and leave-on personal care products, oral care products and personal hygiene products. The objective of this research is to determine the factors that influence the intention of Generation Y in purchasing of organic personal care product. Besides that, this research adopted Theory of Planned Behaviour (TPB) to test the relationship of the factors towards the purchasing behaviour of organic personal care product among Generation Y in Malacca. The research is based on explanatory research which is to identify the relationship between independent variable and dependent variable. The researcher used quantitative method by conducting a survey through the questionnaire and took a sample of 210 people age 15-33 years at Malacca City. The data gathered were analyzed by using descriptive analysis. The finding shows that there is a significant relationship between the purchasing behaviour intention (dependent variable) and the attitude towards behaviour, consumer’s subjective norms and perceived behavioural control (independent variables).

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