The study is conducted to investigate the extent of purchasing intention of local skincare products among Generation Y in Malaysia and its the relationship that involves variables partially adopted from protection motivation theory (PMT) such as perceived severity and whether social influence also play a catalyst element in those relationship as well. It is important to see the pattern of this behavioural element among Generation Y as this is the most targeted population of many brands as skincare consumption in Malaysia based on 2019 data which indicates an increase in purchased especially from the young generations below 30 years old. With the improvement of purchasing power and its uptrend rise in the consumption demand, it necessary for the marketeers and manufacturers to keep tab on their purchasing behaviours. More than a third of Generation Y have a tendency towards buying safer products after gathering information on social platform. This trend is likely on the high and shall have a significant impact on manufacturers of local skincare products in the near future. This study applies analysis technique using SmartPLS 3.4 version involved 197 respondent among Generation Y of various race in Malaysia. This study partially adopted Protection Motivation Theory (PMT) as main underlying framework to further explained the variables involved.

The study is conducted to investigate the extent of risk attitude towards pandemic threat among millennials in Malaysia its the relationship that involves variables partially adopted from protection motivation theory (PMT) such as perceived severity and response efficacy towards risk attitude among millennials during our current global pandemic covid 19. The purpose of this research is to investigate the risk attitude among millennials as part of the crucial element in the adaptive risk attitude or behavior towards Covid 19. It is important to see the pattern of various behavioural element among millennials as it is not only associated with their opportunities, capacities, aspirations, energy and creativity as current and future human capital for Malaysia but also how they adapt themselves in order to deals with uncertain pandemic risks that happen in current times to enable the survival instinct to be ready at all cost. This study applies analysis technique using SmartPLS 3.4 version involved 197 respondent among millennials of various race in Malaysia. This study partially adopted Protection Motivation Theory (PMT) as main underlying framework to further explained the variables involved.