Factors Affecting Eco Labels Cosmetic Buying Intention
Che Aniza binti Che Wel, Syed Shah Alam and Nor Asiah Omar
University Kebangsaan Malaysia

Abstract: The study is intended to identify factors affecting consumer buying intention of eco labels cosmetic in Malaysia. Based on previous research five factors were hypothesized to effect consumer buying intention of eco-label cosmetics. The self-administered questionnaires were distributed among adults in Klang Valley. Majority of the respondents (82%) were females between aged of 20-29. The results, shows that only three (3) out of five (5) independent variables found to be significant in predicting consumer buying intention of eco label cosmetics, namely eco labels knowledge, environmentally awareness and reasonable price. Thus, the current study provides bases for the eco-labels cosmetic’s company to pay closer attention to these factors to win the market share. It also encourages further exploration and integration on eco-labels cosmetic. Future enquiries could also focus on eco-labels food and beverages, and so on.

Keywords: Eco labels Cosmetics, Environmental Awareness, Buying Intention.