Citation

Lim, Kah Boon and Yeo, Sook Fern and Lee, Hue Chee (2020) Generation Y’s Purchase Intention towards Natural Skincare Products: A PLS-SEM Analysis. Global Business and Management Research: An International Journal, 12 (1). pp. 61-77. ISSN 1947-5667

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Abstract

Purpose: The main purpose of this study is to investigate whether attitude, perceived behavioural control, past experience, social norms and value of money will influence the purchase intention of natural skincare products among Generation Y in Malaysia. Design/methodology/approach: This study adopted the Theory of Planned Behaviour of Ajzen to investigate the factors affecting Generation Y’s purchasing intention of natural skincare products. A self-administered questionnaire has been answered by 200 targeted respondents from three states in Malaysia which are Johor Bahru, Melaka and Selangor. Data obtained from the survey were then analysed using SPSS and Smart PLS. Findings: The results indicate that attitude, past experience and value of money have a significant relationship towards the purchase intention of natural skincare products among Generation Y in Malaysia. However, perceived behavioural control and subjective norms showed no significant relationship towards the purchase intention of natural skincare products. Research limitations/implications: In conclusion, this study may benefit the marketers of natural skincare industry in developing an effective marketing strategy to gain a better competitive edge from the competitors around the world in the Generation Y’s market. Originality/value: To the author’s knowledge, this is the first methodological study which include the five independent variables to evaluate the purchasing intention of natural skincare products that conducted among Generation Y in Malaysia

Item Type:	Article
Uncontrolled Keywords:	Purchase Intention, Natural skincare, Attitude, Subjective norm, Generation Y
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	21 Sep 2021 02:21
Last Modified:	21 Sep 2021 02:32
URII:	http://shdl.mmu.edu.my/id/eprint/8277

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