Factors affecting men’s natural cosmetics consumption behavior

Abstract

This study aims to re-identify and explain the factors influencing men’s consumption behavior of natural cosmetics. Using the Theory of Planned Behavior (TPB) model by Ajzen (1991), the authors incorporated three additional factors to develop a comprehensive model. An online survey sample consisting of 332 men was used for quantitative analysis in this study. The results of the analysis using the SEM model revealed that Appearance consciousness had the strongest impact on Attitude towards the product, while Health Consciousness had the weakest impact. Subjective Norms had the strongest effect on the Intention to consume natural cosmetics. The factor of Affordability played a moderating role in the relationship between Intention and actual consumption behavior of natural cosmetics. Finally, the research provides some recommendations to contribute additional management ideas to the field of men’s consumption of natural cosmetics.