Abstract:

This study attempts to investigate those factors that influence the purchase intention of environmental- friendly cosmetic products specifically in Malaysia. Numerous studies have been conducted on environmental friendly products thus far, but limited studies were focusing on environmental friendly cosmetic products. Norm activation theory underpins the framework of this study. The target population of this study is cosmetic users and unit of analysis is individual non-users of environmental friendly cosmetic products. Non-probability sampling technique, in that convenient sampling will be employed in this study, since the number of non-green consumers for cosmetic products are unknown, hence not possible to obtain the customer list. The survey instrument for this study is structured questionnaire. Approximately 800 questionnaires will be distributed for the purpose of data collection, in various locations in Malaysia. This research offers significant contribution to the body of knowledge through exploring the impact of cosmetic companies’ ECSR initiatives on consumer environmental-friendly cosmetic products consumption intention. And it will generate awareness among the cosmetic companies that are about to embark on environmental initiatives on the importance of influencing and shaping consumer green consumption.