Siti Nor Bayaah Ahmad1,*, Azizah Omar2

1Asia Graduate School of Business, UNITAR International University

2 School of Management, Universiti Sains Malaysia

*Corresponding author, This email address is being protected from spambots. You need JavaScript enabled to view it.



These days, Generation Z (Gen Z) consumers are among the most persuasive market segments.  Being digitally-savvy, the Gen Z youngsters can simply be identified via their distinctive liking, selection, views, inclination, and conduct. These are pivotal to marketers in comprehending the youngsters’ process of deciding and the factors that influence their purchase decisions. As indicated by past studies, the consumers’ purchase intention of natural beauty products is significantly influenced by their personal values such as environmental concern, appearance concern, health concern, and need for uniqueness. However, the findings drawn from the current studies revealed that Gen Z’s appearance concern and need for uniqueness through the most significant difference in their purchase intention of natural beauty products (β = 0.561, p<0.01; β =0.237, p<0.01). Preparing a plan of action for marketing and promoting the natural beauty products are practical improvisations as a result of the study. As it empirically illustrates, Gen Z’s intention to purchase is driven by personal values. To meet the needs of the potential consumers, it has been suggested that markets need to be creative and interactive and thus highlighting on natural beauty or product wellbeing. Having the knowledge of the value that drive these young consumers will assist in designing more influential messages.  


Keywords: Gen Z, natural beauty products, personal values



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