Influential Factors Shaping Consumer Purchase Intentions for Organic Personal Care Products

Abstract

This study investigates and unveils the purchase intentions of Malaysian consumers regarding organic personal care products. This study aims to explore the factors that shape consumer purchase intentions which are social media influencers and product packaging towards organic personal care product, focusing on the northern regions. The study employs a quantitative method of questionnaires and purposive sampling techniques were employed in this study. Data were collected using online questionnaire survey of 382 Malaysian consumers. The data were analysed using Social Statistical Package (SPSS) and employed descriptive analysis. The findings of this study provide valuable empirical evidence and quantitative insights, this research significantly contributes to the knowledge base of industry stakeholders and marketers. With a better understanding of the factors that influence consumer purchase intentions, strategic decision-making in the competitive organic personal care products becomes more informed and precise. This understanding is particularly valuable for developing targeted marketing strategies that engage the unique demographic of the northern regions and foster brand loyalty in the dynamic landscape of the organic personal care products.

Key words:  Purchase Intention, Social Media Influencer, Packaging, Organic Cosmetics.