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Understanding consumer purchase of free‐of cosmetics: A value‐driven TRA approach
Author(s) -
Hansen Torben,
Risborg Marie Søndergaard,
Steen Christina Donslund
Publication year - 2012
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1397
Subject(s) - cosmetics , theory of reasoned action , value (mathematics) , advertising , purchasing , marketing , psychology , willingness to pay , business , social psychology , economics , microeconomics , medicine , mathematics , pathology , statistics
This study concerns the free‐of trend on the cosmetics market as expressed by a tendency among consumers to prefer cosmetics that are free of certain ingredients. Combining the Theory of Reasoned Action with a value‐driven approach, this study empirically investigates the association between consumers' personal values and their attitude and behaviour associated with purchasing free‐of cosmetics. A quantitative online survey of 250 Danish female consumers was conducted using self‐administering questionnaires. The findings indicate that consumers' willingness to purchase free‐of cosmetics ( R ² = .48) is both influenced by attitude ( β = .65) and perceived subjective norm ( β = .21) with attitude having the largest predictive power. Moreover, consumers' attitude towards willingness to purchase free‐of cosmetics seems to be value driven. Our results indicate that two values, self‐transcendence ( β = .28) and self‐enhancement ( β = −.21), significantly influence attitude towards free‐of cosmetics purchase ( R ² = .10). Copyright © 2012 John Wiley & Sons, Ltd.