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Muslim population has become gradually important in purchasing green products. Examining their purchase behavior (GPB) on green cosmetics enrich the literature in this context. With the adaptation of VBN theory, this study attempts to determine the role of personal norm in the relationship between values and GPB. Also, the direct relationships between values and GPB as well as personal norm and GPB being measured. The judgmental sampling technique has been applied in the sampling procedure with 258 usable online responses gathered for data analysis procedure. The SmartPLS technique has been employed to analyze the hypotheses of the study. The results revealed both values significantly influence personal norm. Also, personal norm positively affects GPB. Additionally, the results confirmed personal norm mediates the values and GPB relationship. The results postulate substantial impact on Muslim behavior in buying green cosmetics and assist marketers in specifically targeting to Muslim consumers due to their purchasing power. The findings of the study also influence the awareness of consumers to emphasize green features in purchasing cosmetic products.

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Does Muslim Exhibit Green Purchase Behavior? A Study on Green Cosmetics Purchases in Malaysia

  • 会议论文

  • 发表日期：

    2025年

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  • Azila Jaini,
  • Jannah Munirah Mohd Noor,
  • Mohd Khairul Ariff Noh,
  • Aflah Isa,
  • C. T. Munnirah Niesha Mohd Shafee,
  • Mohd Zulkifli Muhammad

摘要

Muslim population has become gradually important in purchasing green products. Examining their purchase behavior (GPB) on green cosmetics enrich the literature in this context. With the adaptation of VBN theory, this study attempts to determine the role of personal norm in the relationship between values and GPB. Also, the direct relationships between values and GPB as well as personal norm and GPB being measured. The judgmental sampling technique has been applied in the sampling procedure with 258 usable online responses gathered for data analysis procedure. The SmartPLS technique has been employed to analyze the hypotheses of the study. The results revealed both values significantly influence personal norm. Also, personal norm positively affects GPB. Additionally, the results confirmed personal norm mediates the values and GPB relationship. The results postulate substantial impact on Muslim behavior in buying green cosmetics and assist marketers in specifically targeting to Muslim consumers due to their purchasing power. The findings of the study also influence the awareness of consumers to emphasize green features in purchasing cosmetic products.