The mediating role of brand love in predicting green purchase behaviour of organic cosmetic products
This paper looks into the past studies pertaining to green purchase behaviour, particularly across the cosmetics industry, which is still scarce in number despite its flourishing business and gaining much attention from the industry players. The literature affirms a pressing need to assess green pur...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Human Resource Management Academic Research Society
2021
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| Subjects: | |
| Online Access: | http://eprints.utm.my/96851/1/OngChoonHee2021_TheMediatingRoleofBrandLoveinPredicting.pdf |
| _version_ | 1796866305725300736 |
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| author | Mohamad Daud, Fathiah Nabila Ong, Choon Hee |
| author_facet | Mohamad Daud, Fathiah Nabila Ong, Choon Hee |
| author_sort | Mohamad Daud, Fathiah Nabila |
| collection | ePrints |
| description | This paper looks into the past studies pertaining to green purchase behaviour, particularly across the cosmetics industry, which is still scarce in number despite its flourishing business and gaining much attention from the industry players. The literature affirms a pressing need to assess green purchase behaviour in organic cosmetics as cosmetic users are unprotected from side effects due to use of skincare and cosmetics products. As such, this study investigated the factors that influenced green purchase behaviour towards organic cosmetic products. From the lens of the Theory of Consumption Values (TCV); perceived quality, perceived price, peer influence, knowledge, health consciousness, and brand love were incorporated into the conceptual framework of this study. Essentially, correlations among perceived quality, perceived price, peer influence, knowledge, and health consciousness of green purchase behaviour in organic cosmetics were assessed. The mediating role of brand love was examined in the research model. This study involved cosmetic users within the vicinity of Malaysia and 147 minimum samples had been required for this study based on the Partial Least Square – Structural Equation Modelling (PLS-SEM). Judgemental sampling techniques and quantitative approach were adopted, along with SPSS and SmartPLS as the analysis tools. This study offers theoretical and managerial implications in the area of green purchase behaviour. |
| first_indexed | 2024-03-05T21:10:10Z |
| format | Article |
| id | utm.eprints-96851 |
| institution | Universiti Teknologi Malaysia - ePrints |
| language | English |
| last_indexed | 2024-03-05T21:10:10Z |
| publishDate | 2021 |
| publisher | Human Resource Management Academic Research Society |
| record_format | dspace |
| spelling | utm.eprints-968512022-08-28T02:33:15Z http://eprints.utm.my/96851/ The mediating role of brand love in predicting green purchase behaviour of organic cosmetic products Mohamad Daud, Fathiah Nabila Ong, Choon Hee HB615-715 Entrepreneurship. Risk and uncertainty. Property This paper looks into the past studies pertaining to green purchase behaviour, particularly across the cosmetics industry, which is still scarce in number despite its flourishing business and gaining much attention from the industry players. The literature affirms a pressing need to assess green purchase behaviour in organic cosmetics as cosmetic users are unprotected from side effects due to use of skincare and cosmetics products. As such, this study investigated the factors that influenced green purchase behaviour towards organic cosmetic products. From the lens of the Theory of Consumption Values (TCV); perceived quality, perceived price, peer influence, knowledge, health consciousness, and brand love were incorporated into the conceptual framework of this study. Essentially, correlations among perceived quality, perceived price, peer influence, knowledge, and health consciousness of green purchase behaviour in organic cosmetics were assessed. The mediating role of brand love was examined in the research model. This study involved cosmetic users within the vicinity of Malaysia and 147 minimum samples had been required for this study based on the Partial Least Square – Structural Equation Modelling (PLS-SEM). Judgemental sampling techniques and quantitative approach were adopted, along with SPSS and SmartPLS as the analysis tools. This study offers theoretical and managerial implications in the area of green purchase behaviour. Human Resource Management Academic Research Society 2021 Article PeerReviewed application/pdf en http://eprints.utm.my/96851/1/OngChoonHee2021_TheMediatingRoleofBrandLoveinPredicting.pdf Mohamad Daud, Fathiah Nabila and Ong, Choon Hee (2021) The mediating role of brand love in predicting green purchase behaviour of organic cosmetic products. International Journal of Academic Research in Business and Social Sciences, 11 (6). pp. 669-676. ISSN 2222-6990 http://dx.doi.org/10.6007/IJARBSS/v11-i6/8487 DOI : 10.6007/IJARBSS/v11-i6/8487 |
| spellingShingle | HB615-715 Entrepreneurship. Risk and uncertainty. Property Mohamad Daud, Fathiah Nabila Ong, Choon Hee The mediating role of brand love in predicting green purchase behaviour of organic cosmetic products |
| title | The mediating role of brand love in predicting green purchase behaviour of organic cosmetic products |
| title_full | The mediating role of brand love in predicting green purchase behaviour of organic cosmetic products |
| title_fullStr | The mediating role of brand love in predicting green purchase behaviour of organic cosmetic products |
| title_full_unstemmed | The mediating role of brand love in predicting green purchase behaviour of organic cosmetic products |
| title_short | The mediating role of brand love in predicting green purchase behaviour of organic cosmetic products |
| title_sort | mediating role of brand love in predicting green purchase behaviour of organic cosmetic products |
| topic | HB615-715 Entrepreneurship. Risk and uncertainty. Property |
| url | http://eprints.utm.my/96851/1/OngChoonHee2021_TheMediatingRoleofBrandLoveinPredicting.pdf |
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