Exploring Consumer Preferences: Organic vs. Non-Organic Body Wash Brands in Malaysia

The COVID-19 pandemic has heightened consumer awareness of personal hygiene, leading to a surge in demand for bath and shower products in Malaysia. Despite this growth, the organic body wash segment has faced challenges, including consumer skepticism due to the proliferation of greenwashing. This study explores the factors influencing consumer choices between organic and non-organic body wash brands in Malaysia, while understanding whether consumers’ choices reflect their environmentally conscious behavior, with a focus on young adults aged 18-25. Through semi-structured interviews, the research draws on the Theory of Planned Behavior and Garvin’s Eight Dimensions of Product Quality to analyze perceived quality, performance, price, and environmental concern. Findings reveal that price is the critical determinant of consumer preference, while perceived environmental concern plays a negligible role, challenging the previous research that suggests individuals’ purchases of organic products reflects environmental concern. Parental influence also emerges as a key factor in the decision-making process, highlighting the importance of family and social influences on consumers’ decisions. The study underscores the importance of transparent marketing and addresses the impact of greenwashing on consumer trust. The research contributes to understanding consumer behavior in the organic personal care sector and offers insights for marketers to refine their strategies. Future research should investigate the sustainable packaging role and expand demographic considerations to enhance generalizability.