Exploring the Intention-Behavior Gap: A Qualitative Study on Malaysian Consumers’ Adoption of Green Cosmetic Products

DOI

10.2991/978-94-6239-715-6_16How to use a DOI?

Keywords

green cosmetics; purchase intention; intention-behavior gap

Abstract

The global demand for natural and organic cosmetics has gown significantly, driven by raising environmental awareness and consumer preferences for sustainable products. In Malaysia, a culturally diverse market with increasing ecological concerns, the adoption of green cosmetic products presents both opportunities and challenges. Despite consumers’ positive attitudes towards eco-friendly products, perception of higher costs often deter purchase, creating an intention-behavior gap. This study explores the underlying factors influencing Malaysian consumer’s adoption of green cosmetic products through a qualitative research design. Semi-structure interviews were conducted to gain in-depth insights into consumer motivation, perceptions, and purchasing behaviors. The findings reveal that access to information, promotional incentives, and perceived product value act as driver encouraging consumers to choose green cosmetic, while brand loyalty plays a vital role in bridging the intention-behavior gap. A conceptual framework was developed to illustrate these dynamics within Malaysia’s socio-economic context. The study offers practical implications for marketers, policymakers, and industry stakeholders seeking to promote sustainable consumption in the cosmetics sectors.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nur Ain Shakila Nazri
AU  - Noorsyalina Nordin
AU  - Muhammad Hafiz Marzuki
AU  - Shahrizan Sharkawi
PY  - 2026
DA  - 2026/06/20
TI  - Exploring the Intention-Behavior Gap: A Qualitative Study on Malaysian Consumers’ Adoption of Green Cosmetic Products
BT  - Proceedings of the International Conference on Cross- Disciplinary Academic Research 2025 - Track 2 Advances in Business & Economics, Social Science, Communications & Media (ICAR-T2 2025)
PB  - Atlantis Press
SP  - 213
EP  - 232
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-715-6_16
DO  - 10.2991/978-94-6239-715-6_16
ID  - Nazri2026
ER  -