Purchase Intention of Grooming Products: The Value-Attitude-Behaviour (VAB) Model

Authors

  • Andy Wijaya Management Study Program, Sekolah Tinggi Ilmu Ekonomi Sultan Agung
  • Erbin Chandra Management Study Program, Sekolah Tinggi Ilmu Ekonomi Sultan Agung
  • Julyanthry Julyanthry Management Study Program, Sekolah Tinggi Ilmu Ekonomi Sultan Agung
  • Vivi Candra Management Study Program, Sekolah Tinggi Ilmu Ekonomi Sultan Agung
  • Salmon Martua Simarmata Management Science Study Program, Sekolah Tinggi Ilmu Ekonomi Sultan Agung

DOI:

https://doi.org/10.31098/ijeass.v1i2.713

Keywords:

Grooming Products, Self-Concept, Product Involvement, Attitude towards Products, Purchase Intention

Abstract

Grooming products are now one of the daily necessities needed in human life. Not only women who use grooming products, but the majority of men also need grooming products to improve their appearance. The urgency of this research is to explore the values ??that influence the attitudes of men in Indonesia towards grooming products and their intention to purchase these grooming products, using the Value-Attitude-Behaviour (VAB) model. The research instrument used a questionnaire that was distributed online via WhatsApp and Telegram groups during June-July 2021, which resulted in 111 responses. Hypothesis testing was carried out using a variant-based Structural Equation Modeling (SEM) called Partial Least Square (PLS) and the SmartPLS application version 3.0 as a tool to analyze it. The results showed that self-concept (self-image and self-consciousness) and product involvement had a positive and significant effect on men's attitudes towards grooming products and their intention to purchase these products. Furthermore, the effect of men's attitudes towards grooming products on their intention to purchase products also obtained significant result. The results of this study illustrate that self-concept and product involvement have an important role in determining men's attitudes towards grooming products, which in turn will have an impact on their intention to purchase care products to improve their appearance. For further research, it is better to increase the number of samples that are able to represent the entire population and also refer to other factors that influence the purchase intention of grooming products and the use of other approaches in predicting purchase intention such as the TRA model. This study is expected to contribute to the development of male grooming product industry in the country by providing an overview to marketers about the important role of self-concept and product involvement in determining men's attitudes towards grooming products, which in turn will have an impact on their intention to purchase these products to improve their appearance.

References

Campbell, J., DiPietro, R. B., & Remar, D. (2014). Local foods in a university setting: Price consciousness, product involvement, price/quality inference and consumer’s willingness-to-pay. International Journal of Hospitality Management, 42, 39–49. https://doi.org/10.1016/j.ijhm.2014.05.014

Das, G. (2014). Factors affecting Indian shoppers[U+05F3] attitude and purchase intention: An empirical check. Journal of Retailing and Consumer Services, 21(4), 561–569. https://doi.org/10.1016/j.jretconser.2014.04.005

Elsner, P. (2012). Overview and Trends in Male Grooming. British Journal of Dermatology, 166(SUPPL.1), 2–5. https://doi.org/10.1111/j.1365-2133.2011.10782.x

Ghozali, I. (2014). Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS) (IV). Badan Penerbit Universitas Diponegoro.

Giovannini, S., Xu, Y., & Thomas, J. (2015). Luxury fashion consumption and Generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of Fashion Marketing and Management, 19(1), 22–40. https://doi.org/10.1108/JFMM-08-2013-0096

Kang, J., Jun, J., & Arendt, S. W. (2015). Understanding customers’ healthy food choices at casual dining restaurants: Using the Value-Attitude-Behavior model. International Journal of Hospitality Management, 48, 12–21. https://doi.org/10.1016/j.ijhm.2015.04.005

Khan, I., Dongping, H., Abdullah, M., Ahmad, Z., Ghauri, T. A., & Ghazanfar, S. (2017). Men’s Attitude and Motivation toward Consumption of Grooming Products: A Comparison of Chinese and Pakistani Male Consumers. Cogent Business and Management, 4(1), 1–14. https://doi.org/10.1080/23311975.2017.1309783

Kumar, T. B. J., Renee, T., Kwong, G. S., Keong, Y. K., Haur, F. C., & Jiang, N. (2020). Grooming Products Purchase Intention?: Using the Value-Attitude-Behaviour Model. A Contemporary Business Journal, 9(1), 33–58.

Lam, Y. W. K., & Yee, R. W. Y. (2014). Antecedents and Consequences of Fashion Consciousness: An Empirical Study in Hong Kong. Research Journal of Textile and Apparel, 18(4), 62–69. https://doi.org/10.1108/RJTA-18-04-2014-B007

Lee, H. H., Liang, C. H., Liao, S. Y., & Chen, H. S. (2019). Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model. Sustainability (Switzerland), 11, 1–12. https://doi.org/10.3390/su11205549

Leng, T. S. (2016). The Increasing Consumption of Grooming Products and Cosmetics Among the Males. International Journal of Accounting & Business Management, 4(2), 80–86. https://doi.org/10.24924/ijabm/2016.11/v4.iss2/80.86

Peters, C., Shelton, J. A., & Thomas, J. B. (2011). Self-concept and the fashion behavior of women over 50. Journal of Fashion Marketing and Management, 15(3), 291–305. https://doi.org/10.1108/13612021111151905

Roe, D., & Bruwer, J. (2017). Self-Concept, Product Involvement and Consumption Occasions: Exploring Fine Wine Consumer Behaviour. British Food Journal, 119(6), 1362–1377. https://doi.org/10.1108/BFJ-10-2016-0476

Shephard, A., Pookulangara, S., Kinley, T. R., & Josiam, B. M. (2016). Media influence, fashion, and shopping: a gender perspective. Journal of Fashion Marketing and Management, 20(1), 4–18. https://doi.org/10.1108/JFMM-09-2014-0068

Sirgy, M. J., Lee, D. J., Yu, G. B., Gurel-Atay, E., Tidwell, J., & Ekici, A. (2016). Self-expressiveness in shopping. Journal of Retailing and Consumer Services, 30, 292–299. https://doi.org/10.1016/j.jretconser.2016.02.008

Zhang, B., & Kim, J. H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68–79. https://doi.org/10.1016/j.jretconser.2012.10.007

Downloads

Published

2021-12-31

How to Cite

Wijaya, A., Chandra, E., Julyanthry, J., Candra, V., & Simarmata, S. M. (2021). Purchase Intention of Grooming Products: The Value-Attitude-Behaviour (VAB) Model. International Journal of Entrepreneurship and Sustainability Studies, 1(2), 10–18. https://doi.org/10.31098/ijeass.v1i2.713

Issue

Section

Articles