Analyzing consumer awareness, knowledge and behavior among the population in Putrajaya

Abstract

Mercury, hydroquinone and tretinoin are the most common adulterant chemicals used in cosmetic products nowadays. This paper focuses on the consumers’ awareness and knowledge regarding current cosmetic issues. Parameters to determine their level of awareness and knowledge are knowledge on these three chemicals. This study also examines the relationship between consumers’ awareness and knowledge to their safety behavior when selecting cosmetic product in the market. A cross-sectional study was conducted in Putrajaya and 313 responded to the questionnaires. Reliability test, descriptive statistic, Pearson’s correlation and independent t-test were used to analyse the collected data with p<0.05. The results indicated that respondents were highly aware about cosmetic safety issue (90.1% of respondents) but have insufficient knowledge regarding the adulterant chemicals in cosmetics where only 17.6% of respondents were in the high knowledge level range. Despite this, consumers’ behavior was positive towards safe cosmetic selection. The findings also illustrated that there was a significant relationship between consumers’ awareness and knowledge, with gender (p=0.004) and level of education (p=0.004). This study will provide a strong indicator not only to cosmetics users but also authorities that are governing cosmetic industry.