Moderated mediation approach to determine the effect of natural packaging factors on intention to purchase natural skincare products among the population of Klang Valley, Malaysia

Abstract

The trends for health and pro-environmental behaviors led to motivating consumers' attention to use natural skincare products. Purchase intention for natural skincare products can be influenced by several environmental, behavioral, and external factors. In line with global trends, the current study aims to determine the moderated mediation path in the relationship between the aspects of natural packaging of natural skincare products (environmental concerns, packaging design, and printed information), and the intention to purchase natural skincare products purchase intention.A web-based survey was used to gather quantitative data from a convenience sample of 330 participants from Klang Valley, Malaysia. The study outcomes revealed that personal attitude significantly mediated the effect of environmental concerns, natural packaging design, and package printed information on purchase intention. Most importantly, the product safety certificate had a significant moderated mediation effect on the model of environmental concerns, natural packaging design, and purchase intention for natural skincare products. The results contributed to the information and recommendations for stakeholders to consider the packaging factors and safety certificates in the purchase behavior models in promoting the natural skincare products' marketing and industry. Practical ApplicationThe significance of the study lies in the linkage of graphic design to sustainability and marketing management research.

Moderated mediation role of ethnicity on natural skin care products purchasing intention model among multicultural consumers

“…At the outset, the participants were questioned regarding their purchasing habits concerning NSCPs. This screening question aimed at ascertaining that the individuals involved possess a high level of expertise in procuring NSCPs [ 41 ]. The present study data is collected as part and continue of another study published by Najm et al [ 41 ].…”

“…This screening question aimed at ascertaining that the individuals involved possess a high level of expertise in procuring NSCPs [ 41 ]. The present study data is collected as part and continue of another study published by Najm et al [ 41 ]. The preliminary data has been provided in the attached supplementary files.…”

“…Existing studies also included the packaging design of natural products as an external factor affecting the natural product PI model [ 41 , 66 ]. Packaging design refers to the parameters of product packages that affect buying intention for certain goods and items, such as NSCPs [ 67 ].…”

“…The innovative design of product packaging is also a significant determinant of PI toward NSCPs [ 70 ]. It could indirectly affect PI through the individuals’ attitudes and environmental factors [ 41 ]. In the multicultural market, however, there are insufficient studies revealing the relationship between the packaging design of NSCPs and consumers’ PI in the moderated mediation model.…”

“…Media exposure (external factor) was also examined as a moderated mediation variable in the relationship between gender and green PI in the Chinese market [ 15 ]. A recent study among multicultural consumers conducted by Najm et al finds that the safety certificate (external factor) on NSCPs significantly moderated mediation in the PI model [ 41 ]. However, Chekima et al confirm that price level (external factor) has no moderating effect on the relationship between product quality and green PI [ 72 ].…”