With the purpose of surpassing the fact that the cosmetic industry is mainly linked to women, this article aims to identify which dimensions affect the purchase intention of men concerning cosmetic products, more precisely, skincare. This will be evaluated by testing personal variables (self-image and health concerns, masculinity, and perception regarding skincare) and social media use on men’s purchase intention for skincare products. To assess these relationships, an online questionnaire was made available. A total of 178 valid responses were obtained. The data was examined through Partial Least Squares Structural Equation Modeling (PLS-SEM) where a construct's validity and reliability, a model fit, and hypothesis testing were performed. The results from this sample indicate that men’s skin health concerns is the variable with a bigger positive effect on their skincare purchase intention. Accordingly, self-image concerns and perception regarding skincare are impactful determinants and thus, expose a positive influence on the dependent variable. Additionally, males with high levels of masculinity are less likely to purchase skincare products. Nevertheless, male consumers with health concerns or using social media platforms were found to have no direct influence on skincare purchase intention. Furthermore, data suggests that self-image completely mediates men's social media usage and skincare purchase intention, and health concerns do not. While examining these influences, social media use exposed a significant positive impact on self-image concerns. This study is innovative in the sense that relates new topics to the purchase intention of skincare products and links previously mentioned ones to males, a target that has been understudied. These results contribute to research in the skincare field and expand on the findings of previous investigations on men's skin product purchase intention. They can be used to guide further research in the areas of marketing and sales, assisting companies in defining strategies to increase sales of this type of product by men.
Date of Award | 13 Jul 2023 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Susana Silva (Supervisor) & Paulo Alves (Co-Supervisor) |
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- Self-image
- Health
- Skin health
- Masculinity
- Social media
- Perception of skincare
- Men
- Skincare
- Cosmetic products
- Purchase intention
Is masculinity ruining the male skincare market?: factors affecting men's intention to purchase skincare products
Carvalho, M. J. S. T. R. D. (Student). 13 Jul 2023
Student thesis: Master's Thesis