Cosmetic buying behavior: examining the effective factors

This paper reports on the results of a cross-sectional study that focused on the impact of attitudes, subjective norms and consumer innovativeness on intention to purchase cosmetic products. Beginning with the Theory of Reasoned Action (Ajzen & Fishbein, 1980; Fishbein, 1980; Fishbein & Ajzen, 1975), several models have been proposed to conceptualize the complex behavioral and social process by which individuals adopt new products. We argue here that the inclusion of an important individual difference variable – consumer innovativeness in conjunction with attitude and perceptions of subjective norms – would help us further understand both how perceptions are formed and the subsequent role they play in purchase intentions regarding cosmetic products. Data were collected through a mall-intercept questionnaire conducted in different wellknown shopping malls in Sweden. Analyses included tests of the significance impact of these variables on intention to purchase cosmetic products. The findings offer lessons for practitioners and more avenues of study for researchers. The paper advances the understanding of three key antecedents by investigating structural relationships among attitudes towards new cosmetic products, novelty-seeking tendencies, behaviors and attitudes of people with the intention to purchase skin care and make up products.