Attitude on Customer Purchase Intention Towards Adulterant Cosmetic Products in Malaysia

Abstract

The issue of adulteration within the cosmetics industry in Malaysia has been a persistent problem that has raised concerns among consumers and the authorities. The high demand for cosmetic products and the suppliers' tendency to provide them without proper quality control has led to the presence of undeclared ingredients or substances such as mercury, hydroquinone, and tretinoin. To address this issue, a recent study was conducted to determine the effect of attitudes among female consumers in the Klang Valley towards adulterated cosmetic products. The researcher used a descriptive study approach to collect data from 100 female respondents using a structured questionnaire. The Statistical Package for Social Science (SPSS) was used to analyze the data collected. The findings showed that the most significant relationship was between perceived price and purchase intention. The regression analysis revealed that perceived price is the most dominant factor influencing consumer attitudes towards adulterated cosmetic products compared to the other three factors (social motivation, status consumption, and brand consciousness). The study has highlighted the importance of consumer awareness and the need for stricter regulations and quality control measures in the cosmetics industry. The results of this study can be used by manufacturers and policymakers to develop effective strategies to curb the issue of adulteration and ensure the safety of cosmetic products. Future researchers can expand the sample size and location to obtain more comprehensive results and identify the factors influencing consumer attitudes towards adulterated cosmetic products in other regions of Malaysia.