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PURCHASE INTENTION OF GREEN SKINCARE PRODUCTS AMONG UNIVERSITY STUDENTS
SYIFAA SYAFIQAH BINTI MOHD JUN
MASTER OF SCIENCE (MANAGEMENT) UNIVERSITI UTARA MALAYSIA
AUGUST 2020
PURCHASE INTENTION OF GREEN SKINCARE PRODUCTS AMONG UNIVERSITY STUDENTS
By
SYIFAA SYAFIQAH BINTI MOHD JUN
Thesis Submitted to School of Business Management
Universiti Utara Malaysia
In Partial Fulfilment of the Requirement for the Master of Science (Management)
PERMISSION TO USE
In presenting this dissertation paper in partial fulfilment of the requirements for a Post Graduate degree from Universiti Utara Malaysia (UUM), I agree that the University Library may make it freely available for inspection. I further agree that permission for copying of this dissertation paper in any manner, in whole or in part, for scholarly purpose may be granted by my supervisor or in the absence, by the Dean of School of Business Management. It is understood that copying or publication or use of this research paper or parts of it for financial gain shall not be allowed without my written permission. It is also understood that due recognition shall be given to me and to the UUM in any scholarly use which may be made of any material in my dissertation paper.
Requests for permission to copy or make other use of materials in this dissertation paper in whole or in part should be addressed to:
Dean of School of Business Management Universiti Utara Malaysia
06010 UUM Sintok Kedah Darul Aman
ABSTRACT
The objective of this research is to examine the predictors (attitude, social norm, perceived behavioral control and social media exposure) influence purchase intention of green skincare products among university student as well as the moderation effect of gender towards the relationship between predictors and purchase intention of green skincare products. The sample size consists of 307 undergraduate students of Universiti Utara Malaysia. All data collected has been analyzed with the Statistical Packaged for Social Science (SPSS). Multiple and hierarchical regression analysis was adopted to test the influence and moderator effect of gender towards the relationship between independent variables and purchase intention of green skincare products. The findings of this study indicated that attitude, social norm, perceived behavioral control and social media exposure have significant relationship towards purchase intention of green skincare products. However, there are only two hypotheses were supported for moderation effect of gender which is social norm and social media exposure, while the relationship between attitude, perceived behavioral control and purchase intention were not moderated by gender. Finally, the implications are discussed, as well as limitations of the study and future directions are briefly outlined.
Keywords: Purchase intention, green skincare products, attitude, social norm, perceived behavioral control, social media exposure, gender.
ABSTRAK
Objektif penyelidikan ini adalah untuk melihat faktor-faktor (sikap, norma sosial, kawalan tingkah laku dan pendedahan media sosial) mempengaruhi niat membeli produk penjagaan kulit mesra alam di kalangan pelajar universiti dan juga pengaruh moderasi jantina terhadap hubungan antara faktor-faktor yang mempengaruhi dan niat membeli produk penjagaan kulit mesra alam. Saiz sampel terdiri daripada 307 pelajar sarjana muda Universiti Utara Malaysia. Semua data yang dikumpulkan telah dianalisis dengan menggunakan Statistical Packaged for Social Science (SPSS).
Analisis regresi berganda dan hierarki telah digunakan untuk menguji pengaruh faktor- faktor dan pengaruh jantina terhadap hubungan antara faktor yang mempengaruhi dan niat membeli produk penjagaan kulit hijau. Hasil kajian ini menunjukkan bahawa sikap, norma sosial, kawalan tingkah laku dan pendedahan media sosial mempunyai hubungan yang signifikan terhadap niat membeli produk penjagaan kulit mesra alam.
Walaubagaimanapun, hanya dua hipotesis yang disokong bagi hubungan yg dimoderasi oleh jantina iaitu norma sosial dan pendedahan media sosial, sementara hubungan antara sikap, kawalan tingkah laku dan niat membeli tidak dimoderasi oleh jantina. Seterusnya, disertakan perbincangan tentang implikasi, serta batasan kajian dan cadangan bagi kajian masa depan juga digariskan secara ringkas di akhir kajian ini.
Kata Kunci: Niat membeli, produk penjagaan kulit mesra alam, sikap, norma sosial, kawalan tingkah laku, pendedahan media sosial, jantina.
ACKNOWLEDGEMENT
In the name of Allah, the Most Forgiving and the Most Merciful
Alhamdulillah, I am grateful to Allah SWT for all His generosity and guidance all this while. First and foremost, I would like to sincerely express my deepest gratitude to my supervisor, Associate Professor Dr. Selvan A/L Perumal for his valuable guidance, insights and untiring supervisory role throughout the whole process of completing this research paper. I am very indebted to his patience and guidance, without his understanding, consideration and advice, this research paper would not have been completed successfully.
Special dedication to my parents, Mohd Jun Ali and Mazlina Radzi for their continuous support financially and mentally, as well as for their prayers for my success over the years till I manage to succeed to this level. In addition, to my brother and sister who have always be the reason for me to keep moving on in any circumstances.
Special appreciation also goes to my fiancé, Ahmad Shahir Hasan who always be by my side through thick and thin during my journey to accomplish my master’s degree.
Last but not least, I would like to thank all my friends, Liza, Indah, Teah, Adha, Yeoh and Irham who always giving me support in terms of information and assistance during the process to complete this research paper. Thank you very much and I wish you all best of luck.
May Allah SWT reward all of your kindness and patience.
Syifaa Syafiqah Mohd Jun 20 July 2020
TABLE OF CONTENTS
PERMISSION TO USE ... i
ABSTRACT ... ii
ABSTRAK ... iii
ACKNOWLEDGEMENT ... iv
TABLE OF CONTENTS ... v
LIST OF TABLES ... ix
LIST OF FIGURES ... x
LIST OF APPENDICES ... xi
LIST OF ABBREVIATIONS ... xii
CHAPTER ONE: INTRODUCTION 1.0 Background of Study ... 1
1.1 Problem Statement ... 5
1.2 Research Questions ... 11
1.3 Research Objectives ... 11
1.4 Scope of Study ... 12
1.5 Significance of Study ... 12
1.6 Definition of Key Terms ... 13
1.6.1 Green Purchase intention ... 13
1.6.2 Green skincare product ... 14
1.6.3 Attitude ... 14
1.6.4 Social norm ... 14
1.6.5 Perceived Behavioral Control ... 14
1.6.6 Social Media Exposure ... 14
1.7 Organization of Thesis ... 15
CHAPTER TWO: LITERATURE REVIEW 2.0 Introduction ... 16
2.1 Green Purchase Intention ... 16
2.1.1 Green Skincare Product ... 20
2.2 Variables Related to the Study ... 20
2.2.2 Attitude and Green Purchase Intention ... 22
2.2.3 Social Norm ... 23
2.2.4 Social Norm and Green Purchase Intention ... 24
2.2.5 Perceived Behavioral Control ... 25
2.2.6 Perceived Behavioral Control and Green Purchase Intention ... 26
2.2.7 Social Media Exposure ... 27
2.2.8 Social Media Exposure and Green Purchase Intention ... 28
2.3 Moderating Effect of Gender on The Relationship between Attitude and Purchase Intention of Green Skincare Products ... 30
2.4 Moderating Effect of Gender on The Relationship Between Social Norm and Purchase Intention of Green Skincare Products ... 31
2.5 Moderating Effect of Gender on The Relationship Between Perceived Behavioral Control and Purchase Intention of Green Skincare Products ... 32
2.6 Moderating Effect of Gender on The Relationship Between Social Media Exposure and Purchase Intention of Green Skincare Products ... 33
2.7 Underpinning Theory ... 34
2.8 Proposed Theoretical Framework ... 37
2.9 Research Hypotheses Development ... 37
2.10 Summary ... 38
CHAPTER THREE: RESEARCH METHODOLOGY 3.0 Introduction ... 39
3.1 Research Design ... 39
3.1.1 Type of Study ... 39
3.2 Sources of Data ... 40
3.3 Population ... 41
3.3.1 Sample ... 42
3.3.2 Sampling Technique ... 43
3.4 Unit of Analysis ... 44
3.5 Measurement ... 45
3.6 Design Questionnaire ... 49
3.7 Pilot Test ... 50
3.7.1 Reliability of Instrument ... 51
3.8 Data Collection Procedure ... 52
3.9 Data Analysis Techniques ... 53
3.10 Summary ... 54
CHAPTER FOUR: FINDINGS
4.0 Introduction ... 55
4.1 Participation and Response Rate ... 55
4.2 Data Screening ... 55
4.3 Demographic Profile of the Respondents ... 56
4.3.1 Gender ... 58
4.3.2 Race ... 58
4.3.3 Age ... 58
4.3.4 Education level ... 58
4.3.5 Status of Study ... 59
4.4 Normality Assumption of the Data ... 59
4.5 Descriptive Analysis ... 61
4.6 Multiple Regression Analysis ... 62
4.6.1 Interpretation for Hypothesis Result ... 65
4.7 Moderator Effect of Gender ... 67
4.8 Summary ... 70
CHAPTER 5: DISCUSSION AND RECOMMENDATIONS 5.0 Introduction ... 71
5.1 Recapitulation of Study ... 71
5.2 Discussion of the Findings ... 74
5.2.1 The relationship between attitude and purchase intention of green skincare products ... 74
5.2.2 The relationship between social norm and purchase intention of green skincare products ... 76
5.2.3 The relationship between perceived behavioral control and purchase intention of green skincare products ... 77
5.2.4 The relationship between social media exposure and purchase intention of green skincare products ... 78
5.2.5 Moderating effect of gender on the relationship between attitude and purchase intention of green skincare products ... 80
5.2.6 Moderating effect of gender on the relationship between social norm and purchase intention of green skincare products ... 81
5.2.7 Moderating effect of gender on the relationship between perceived behavioral control and purchase intention of green skincare products ... 82
5.2.8 Moderating effect of gender on the relationship between social media exposure and purchase intention of green skincare products ... 84
5.3 Contribution of the Study ... 85
5.3.1 Theoretical Contribution ... 85
5.3.2 Practical Contribution ... 86
5.4 Limitation of Study ... 87
5.5 Recommendation for Future Research ... 88
5.6 Conclusion ... 89
REFERENCES ... 91
LIST OF TABLES
Table 1.1 Global market value for natural cosmetics from 2018 to 2027 ...3
Table 3.1 Total number of students in each Inasis in UUM ...42
Table 3.2 Summary of table for determining sample size from a given Population ...43
Table 3.3 Items for demographic information ...45
Table 3.4 Items for purchase intention of GSP ...46
Table 3.5 Items for attitude ...47
Table 3.6 Items for social norm ...47
Table 3.7 Items for PBC ...48
Table 3.8 Items for social media exposure ...48
Table 3.9 Internal consistency measurement ...51
Table 3.10 The Cronbach’s alpha values ...52
Table 4.1 Summary of demographic profile of respondent ...57
Table 4.2 Values for Skewness and Kurtosis in normality test ...61
Table 4.3 Table of mean and standard deviation ...62
Table 4.4 Summary of model summary ...63
Table 4.5 Summary of coefficients ...64
Table 4.6 Estimated equation for the proposed model ...64
Table 4.7 Hierarchical regression results ...68
Table 4.8 Summary of hypotheses testing ...69
LIST OF FIGURES
Figure 1.1 Worldwide cosmetic market by products category ...3 Figure 2.1 Theoretical framework of purchase intention of GSP ...37
LIST OF APPENDICES
Appendix A: Questionnaire ...117
Appendix B: Reliability of the instrument ...124
Appendix C: Normality of the data ...130
Appendix D: Descriptive statistics ...142
(i) Profile of the respondents ...143
(ii) Mean of the variables ...144
Appendix E: Multiple regression ...145
Appendix F: Hierarchical regression ...148
LIST OF ABBREVIATIONS
UUM Universiti Utara Malaysia
ATT Attitude
SN Social Norm
PBC Perceived Behavioral Control SME Social Media Exposure GPI Green Purchase Intention GSP Green Skincare Product TPB Theory of Planned Behavior
H1 Hypothesis One
H2 Hypothesis Two
H3 Hypothesis Three
H4 Hypothesis Four
H5 Hypothesis Five
H6 Hypothesis Six
H7 Hypothesis Seven
H8 Hypothesis Eight
CHAPTER ONE: INTRODUCTION
1.0 Background of Study
Environmental issues are notable in developed countries whereas the level of environmental concern in most developing countries such as Malaysia is still at the commencement stage. Catastrophic climate change is affecting the natural conditions of the earth thus started causing serious problems toward human life and change their conventional lifestyles (Running, 2012; Lai & Cheng, 2016). According to Delafrooz et al, (2014), there is an affirmative change in consumer behavior towards products that related to environmental since the level of environmental awareness escalated.
These days, natural cosmetics phenomenon is growing across the world as consumers are becoming more conscious of the benefits of environmentally friendly cosmetic products (Matić, Puh, & Miloglav, 2018). Cosmetics have wider range which include skincare, haircare, make-up, fragrances and hygiene products (Hafiz & Ali, 2018).
However, skincare products category is the most popular of all these items, and hygiene products are the least used.
Nowadays, current market is greener than ever and the green sector is supposed to be more accessible to 21st century goods and services as well as offering a far more environment friendly life. Therefore, green products consumer are increasingly concerned about protecting their livelihoods and their lives by taking action such as making a purchase that emphasizes more on goods perceived as environmentally friendly and avoids goods which are not environmentally friendly. Environmental consciousness in Malaysia has become a crucial issues that need to be look into in
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APPENDIX A
Questionnaire
THE INTENTION OF GREEN PURCHASE ON GREEN SKINCARE PRODUCT AMONG UNIVERSITIES STUDENT IN MALAYSIA
Dear respondent,
I am a student of School of Business Management, UUM carrying out a research in partial fulfilment for the award of Master of Science Management on the topic “The Intention of Green Purchase on Green Skincare Product among Universities Student in Malaysia”.
It will be highly appreciated if you could spare a few minutes to fill this questionnaire.
Please note that there are no right or wrong answers, only your personal opinions matter. All information and responses provided will be treated with utmost confidential and used strictly for academic research purpose.
Thank you for your kind response.
Syifaa Syafiqah Binti Mohd Jun Master of Science Management
Othman Yeop Abdullah, Graduate School of Business Universiti Utara Malaysia
06010, Sintok, Kedah Email: syifaa.jn@gmail.com Phone No: 013-6017510
Note:
Specific term and word in this study refers to the following:
Green Skincare/Organic Skincare
Green Skincare is the formulation of skincare using organically farmed ingredients. These ingredients are grown without the use of Genetically Modified Organisms (GM), herbicides, synthetic fertilizers and more.
Certified green skincare go one step further. By looking for the Soil Association symbol you’re choosing a cosmetics product that says:
- NO animal testing - NO GM
- NO controversial chemicals - NO parabens and phthalates
- NO synthetic colours, dyes or fragrances - NO nano particles
Green skincare/Organic Skincare have three level 100 percent organic
“100 percent organic” can be used to label any product that contains 100 percent organic ingredients (excluding salt and water, which are
considered natural).
Organic
“Organic” can be used to label any product that contains a minimum of 95 percent organic ingredients (excluding salt and water).
Made with Organic ______”
“Made with Organic ______” can be used to label a product that contains at least 70 percent organically produced ingredients (excluding salt and water).
Section A: Demographic Information
Instruction: Please tick (Ö ) on the answer that you choose.
1. Gender:
Male Female 2. Race:
Malay Indian
Chinese Others (please specify):
3. Age:
19 – 22 31 – 34
23 – 26 35 and above
27 – 30
4. Education Level:
Foundation Master Degree
Bachelor Degree PhD
5. Status:
Part-time student Full-time student
Section B:
This section represents on the factor that influence students to purchase green skincare products. Please read the following statements and circle the number that indicate the extent of you agree or disagree with the following statements.
1 2 3 4 5
Strongly
Disagree Disagree Natural Agree Strongly Agree
1 I think choosing green skincare product is beneficial
to consumers 1 2 3 4 5
2 I think choosing green skincare products is a good
idea 1 2 3 4 5
3 I feel that using green skincare products is a wise
idea 1 2 3 4 5
4 I think using green skincare products would be
pleasant to me 1 2 3 4 5
5 The trend of buying green skincare products among
people around me is increasing 1 2 3 4 5
6 People around me generally believe that it is better
for health to use green skincare products 1 2 3 4 5 7 My close friends would appreciate if I buy green
skincare products 1 2 3 4 5
8 My family members would appreciate if I buy green
skincare products 1 2 3 4 5
9
I would get all required support (money, time, information related) from people around me to buy green skincare products
1 2 3 4 5
10 I am confident that I can behave environmentally
friendly by buying green skincare product 1 2 3 4 5
11 For me to behave environmentally friendly by buying
green skincare product is difficult 1 2 3 4 5
12 I see myself as capable of behaving environmentally friendly by buying green skincare product in the
future 1 2 3 4 5
13 Whether I behave environmentally friendly by
buying green skincare product or not is entirely up to
me 1 2 3 4 5
14 I often come across green skincare related issues on
TV 1 2 3 4 5
15 I often come across green skincare messages on
advertisements 1 2 3 4 5
16 I often come across green skincare related issues in
radio 1 2 3 4 5
17 I often come across green skincare related issues on
the Internet 1 2 3 4 5
Section C:
Please read the following statements and circle the number that indicate the extent of your level of intention to purchase green skincare products.
1 2 3 4 5
Strongly
Disagree Disagree Natural Agree Strongly Agree
1 I intend to buy green skincare product in the future
because of my environmental concern 1 2 3 4 5
2 In the future, I will consider buying green skincare
products because they are less polluting 1 2 3 4 5 3 I expect to purchase green skincare product in the
future because of its environmental benefits 1 2 3 4 5 4 I am interested in buying green version of a skincare
product because it is environmental friendly product 1 2 3 4 5
End of Question.
Thank You.
APPENDIX B
Reliability Analysis
1) Reliability Analysis for each independent variables and dependent variable
a) Green Purchase Intention
Case Processing Summary
N %
Cases Valid 307 100
Excludeda 0 0
Total 307 100
a Listwise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on
Standardized Items N of Items
0.807 0.816 4
Item-Total Statistics
Scale Mean
if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Squared Multiple Correlation
Cronbach's Alpha if
Item Deleted
Q10 14.238 1.267 0.742 0.56 0.7
Q11 14.404 1.13 0.632 0.49 0.774
Q12 14.095 1.694 0.508 0.355 0.812
Q13 14.176 1.361 0.678 0.465 0.734
b) Attitude
Case Processing Summary
N %
Cases Valid 307 100
Excludeda 0 0
Total 307 100
a Listwise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on
Standardized Items N of Items
0.916 0.917 4
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Squared Multiple Correlation
Cronbach's Alpha if
Item Deleted
Q1 13.4397 2.613 0.737 0.56 0.916
Q2 13.5961 2.261 0.826 0.685 0.885
Q3 13.6254 2.17 0.83 0.719 0.885
Q4 13.5831 2.335 0.855 0.737 0.876
