Determinants of Generation Z Consumers’ Purchase Intention Toward Organic Cosmetics in Malaysia

The category of organic cosmetics is a growing yet conceptually blurry category of sustainable consumption. Green cosmetics are often associated with Gen Z consumers’ environmental awareness, health-oriented lifestyles and digitally informed buying habits but positive attitudes do not always translate into actual buying. This conceptual paper develops a direct-effects model to explain the purchase intention of Malaysian Generation Z consumers towards organic cosmetics. The proposed model is based on the Theory of Planned Behaviour and is also supported by current research in the field of green consumption. Six independent variables such as attitude, subjective norm, perceived behavioural control, environmental concern, health consciousness and trust in organic claims are used. The dependent variable is the intention to purchase organic cosmetics. This study is a quantitative, cross-sectional study among Malaysian consumers aged 18-29 years old who use cosmetics and are aware of organic cosmetic products. The data can be analysed through the partial least squares structural equation modelling to assess the measurement and structural models. The contribution of the framework is that it combines established behavioural determinants with product-specific ecological, health and credibility considerations into a single simple model. It also provides practical recommendations for cosmetic brands looking to improve product positioning, claim transparency, accessibility and communication to Generation Z consumers.

Organic cosmetics; Generation Z; purchase intention; theory of planned behaviour; environmental concern; health consciousness; green trust

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