FACTORS INFLUENCING CONSUMERS IN CHOOSING NATURAL COSMETICS PRODUCTS

Abstract

Millions of consumers use cosmetics and personal care products to enhance beauty, increase level of confidence, consume or apply them for medical purposes, and many more. Many interpretations have been made on the word “cosmetics” itself. Referring to Euromonitor (2008), cosmetic refers to color cosmetics or makeup segment and sub segments such as baby care, bath and shower products, deodorants, hair care, oral hygiene, fragrances, skin care depilatories, and sun care. Since 2008, the cosmetics industry has dramatically diversified its managerial and marketing orientation towards consumers’ needs and wants. This is the result of changing in consumer’s tastes and preferences toward natural cosmetics products (IBIS world, 2009). Consumers’ trends toward a healthier and wellness lifestyle is consistently growing every year and currently Euromonitor reports that one of the main drivers of growth in natural cosmetics is consumers’ trend towards healthier lifestyles. Consequently, these perceptions have given rise to demands for natural additives and ingredients used in cosmetics (Euromonitor, 2011). Nowadays, the health and environmental aspect is altering this trend, involving an increased interest in natural ingredients because consumers’ requirements to treat their bodies in safer way. (Dimitrova et al., 2009). Hence, the cosmetics industry diversified their business orientation to fulfill consumers’ needs and wants through development and implementation of long term and proactive environmental strategies (Pujari and Wright, 1995). The purpose of this study is to increase our understanding on natural cosmetic products in Malaysia. To this end, two objectives have been identified. First is to highlight the factors affecting consumer’s choice in natural cosmetic product using the “Theory of planned behavior”. Second is to provide an insight to consumers in purchasing natural cosmetic products by identifying labeling and certification.