Influence of Knowledge and Attitudes About Prohibited Cosmetic Substances on Generation Z's Online Purchases in Lampang

Background and Aims: This study investigates how knowledge of prohibited substances in cosmetics and attitudes toward these substances influence the purchasing decisions of Generation Z consumers on online platforms in Lampang Province. Online platforms have become a dominant marketplace for cosmetics, but concerns about harmful ingredients such as mercury and hydroquinone have raised awareness among consumers. Understanding these factors can provide insights into consumer behavior and support safer purchasing practices. Lampang Province represents an emerging market with increasing online cosmetic purchases among Generation Z." Methodology: The study employed a cross-sectional analytical research design with 390 Generation Z participants residing in Lampang Province. Data were collected through a structured questionnaire covering demographic information, knowledge of prohibited substances in cosmetics, attitudes toward these substances, and purchasing decision behavior. The data were analyzed using descriptive statistics and multiple regression analysis. Results: The findings reveal that both knowledge and attitudes toward prohibited substances significantly influence purchasing decisions. Consumers with a higher knowledge of harmful substances tend to avoid products containing these ingredients. Similarly, negative attitudes toward prohibited substances encourage safer purchasing behavior. Regression analysis demonstrated a strong positive relationship between these variables and purchasing decisions, with attitudes having a slightly greater impact than knowledge. Conclusion: The study concludes that knowledge and attitudes about prohibited substances in cosmetics play crucial roles in shaping purchasing decisions among Generation Z consumers in Lampang Province. These findings highlight the importance of education and transparent product labeling in promoting safer online purchasing behaviors.