Purchase intention of green skincare products among university students

The objective of this research is to examine the predictors (attitude, social norm, perceived behavioral control and social media exposure) influence purchase intention of green skincare products among university student as well as the moderation effect of gender towards the relationship between predictors and purchase intention of green skincare products. The sample size consists of 307 undergraduate students of Universiti Utara Malaysia. All data collected has been analyzed with the Statistical Packaged for Social Science (SPSS). Multiple and hierarchical regression analysis was adopted to test the influence and moderator effect of gender towards the relationship between independent variables and purchase intention of green skincare products. The findings of this study indicated that attitude, social norm, perceived behavioral control and social media exposure have significant relationship towards purchase intention of green skincare products. However, there are only two hypotheses were supported for moderation effect of gender which is social norm and social media exposure, while the relationship between attitude, perceived behavioral control and purchase intention were not moderated by gender. Finally, the implications are discussed, as well as limitations of the study and future directions are briefly outlined.