The Influencing Factors on Consumption Intention towards Beauty Supplements: A Proposed Model

Authors

  • Audrey Malenee, Shaizatulaqma Kamalul Ariffin, Ramayah Thurasamy, Nabsiah Abdul Wahid

Abstract

The beauty industry has evolved from merely focusing on outer physical beauty improvement to now beauty from within. This has led a profound shift in market offerings as beauty products are no longer confined to topically applied cosmetics but are now moving towards ingestible cosmetics which are also known as beauty supplements. The purpose of this paper is to review the literature on consumer consumption intention towards beauty supplements and then to propose a model identifying the influencing factors that might impact consumption intention. The developed model is a based on possible identifying factors, namely, Consumption Intention, Trust, Past Behaviour, Attitude, Anticipated Emotions, Subjective Norms and Perceived Behavioural Control on Intention. The model’s intention is mediated by Desire, as well as Model of Goal-Directed Behaviour (MGB). The proposed is usable in understanding consumer’s consumption intention toward beauty supplements. The research findings can provide valuable insights for beauty supplements retailers on motivating for consumers to consume and purchase from them. The findings of this study will enrich existing literature on beauty supplements as well as broaden and deepen the Model of Goal-Directed Behaviour. It may also contribute towards necessary policy changes surrounding the introduction and sales of beauty supplements.

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Published

2020-05-12

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Section

Articles