Objective - This research aims to identify the factors that influence generation Y's purchase intentions for organic personal care products.

Methodology/Technique - There are eight variables investigated in this research that might influence the generation Y's purchase intention on organic personal care product. The eight variables includeattitude, subjective norms, perceived behavioural control and 5 demographic characteristics including gender, age, income level, education level and race. The research is completed with the questionnaire used for data collection purposes. A total of 155 questionnaires were distributed to the respondents, with 152 returned with completed data. The target respondent of this research is generation Y users. The data collected is keyed into Statistical Package of the Social Science (SPSS) for analysis. Among the tests incorporated in this study are reliability test, normality test, frequency test, t-test, ANOVA and Multiple Linear Regression.

Findings - The study reveals that attitude and subjective norms from the planned behavioural model have a significant relationship with consumer purchase intentions for organic personal care products.

Novelty - In addition, the study also found that there is a significant difference of consumer purchase intention of organic personal care product based on gender, age, income level and education level.

Type of Paper - Empirical

Keywords: Purchase Intention; Organic Product; Organic Personal Care Product; Green Environment.

JEL Classification: M30, M39.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol6.4_2.html

DOI: https://doi.org/10.35609/jmmr.2021.6.4(2)

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