Consumers Purchase Intention Towards Organic Beauty Products Among Women in Malaysia

The objective of this research is to investigate the determinants of consumer purchase intention towards organic beauty products by examining the influence of green ads, trust, attitude, and green knowledge. Using a quantitative method this study employs an online questionnaire survey of women in Malaysia. 384 data had been collected using purposive sampling and analyzed using the SPSS 28 version. The results showed that there were significant positive correlations between green ads, trust, attitude, and green knowledge with consumer purchase intention. The significance of this study is the expansion of knowledge on the factors that lead to women's purchase intention towards organic beauty products. Future research can expand this study by investigating other factors using qualitative methods and different respondents.