Understanding Consumer Purchase of Free-of Cosmetics: A Value-driven TRA Approach

Torben Hansen, Marie Søndergaard Risborg, Christina Donslund Steen

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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 (R² = .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 (R² = .10).
Original languageEnglish
JournalJournal of Consumer Behaviour
Issue number6
Pages (from-to)477-486
Publication statusPublished - 2012

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