Journal of Asia Pacific Aesthetic Sciences

Abstract: The Malaysian cosmetics industry has experienced significant growth, yet the factors influencing consumer purchasing behaviour in this sector remain underexplored. The current study aimed to systematically assess the factors influencing cosmetic product purchasing among Malaysian consumers. A systematic review of relevant articles was conducted using three electronic databases: Web of Science, Scopus, and ScienceDirect, covering the period from 2013 to 2023. The inclusion criteria were all study designs investigating or reporting factors influencing cosmetic product purchasing, with full-text articles available. Articles were excluded if they were conference proceedings, books, encyclopaedias, protocols, or published in languages other than English. Predetermined search strings were used to identify relevant articles. A total of 2,823 research articles were located, and 38 articles were included in the review. The majority of the studies utilized the Theory of Reasoned Action and the Theory of Planned Behaviour (n=18) as theoretical frameworks to predict consumer purchasing behaviour for cosmetic products. The Stimulus-Organism-Response (SOR) Model was used in the current study as a conceptual framework to classify the factors influencing consumer purchasing behaviour. The identified factors were categorised into stimuli, organism, and response. The stimuli identified included social and marketing stimuli, with marketing stimuli, consisting of extrinsic and intrinsic factors, emerging as the predominant factors studied (n=74) compared to social stimuli (n=16). These stimuli trigger consumer evaluation, known as the organism, and lead to a response. The organisms identified were theoretical adaptation (n=65) and psychological evaluation (n=3), which ultimately determine consumer purchasing behaviour and actual product purchasing. This study has illuminated the multifaceted stimuli influencing consumer behaviour, encompassing marketing and social stimuli. These stimuli shape consumers’ beliefs, values, and perceptions, subsequently developing their purchasing behaviour. Recognising and adapting to these drivers enables companies to tailor their strategies effectively, addressing the evolving needs and preferences of Malaysian consumers related to cosmetic products.