Demographic Profile and Purchasing Pattern of Organic Cosmetic Products

Abstract

The cosmetics industry has dramatically diversified its business orientation to fulfill consumer’s demand due to the result of shifting in consumer’s preferences toward organic cosmetics products. Determination and enthusiasm on health and environmental protection have heightened their interest in organic product. Organization only focuses on marketing rather than the consumer behavior toward organic cosmetic products. Hence, a study was conducted to analyze the socioeconomic status and purchasing pattern of organic cosmetic products among Malaysian consumers. Understanding socioeconomic background consisting of gender, age, marital status, race, highest education attainment, and income were generate the outcome that will used to explain the purchasing pattern of organic cosmetic among consumers. Purchasing pattern covers several aspects such as motive, information sources, type of organic cosmetic products, and place of purchasing. There were several aspects that influence consumers to use the organic cosmetic products, for instance, health reasons. But, few barriers such as adulteration of products, higher price charge, and lack of labeling standard for organic cosmetic products prevent consumers from being loyal consumers. Even the labeling standard has been introduced in several countries, Malaysia not yet reached the standard level. Due to these circumstances, a survey was conducted among 400 respondents at the selected shopping malls in the Klang Valley. Data indicated that 80 % of the respondents were presently using organic cosmetic products. Findings explain consumers were highly concern on their health but relatively concern on environmental protection and they were preferred to purchase organic cosmetic products at the pharmacy rather than online. This study has implications for marketers, policy makers, and government enhancing consumption of organic cosmetic products through socioeconomic differences in supporting sustainable development as a whole.