Online Advertising and Consumer Perceptions of Herbal Cosmeceuticals: A Cross-Sectional Evaluation of Malaysian E-Commerce Platforms
DOI:
https://doi.org/10.31674/ijbb.2025.v02i03.004Abstract
The global trend toward online shopping has accelerated markedly in recent years, particularly following the COVID-19 lockdown. Consumers now prefer purchasing herbal cosmeceutical products through online platforms rather than in physical stores. This study aimed to examine the advertising practices of herbal cosmeceutical products on selected online platforms and to explore consumer purchasing behavior. A total of 50 products were randomly selected from two anonymized online shopping sites and evaluated based on their ingredient composition, adherence to advertising guidelines, and approval status by the Ministry of Health (MOH). In parallel, a survey involving 125 participants was conducted to gather demographic data and assess consumer knowledge and attitudes toward these products. Results revealed that 72% of the analyzed products were unregistered with the MOH, and many consumers held the misconception that all herbal products are inherently safe. Additionally, the majority of consumers believe that online shopping is convenient, time-saving, and safe.
Keywords:
E-commerce, Guidelines, Knowledge, Ministry of Health, SafetyReferences
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