Colour cosmetics consumption among Moroccan women: Examining the Nexus of Attitudes, Religion, and The media
Article
Hamelin, Nicolas, Mokannef, Amina and Gbadamosi, A. 2018. Colour cosmetics consumption among Moroccan women: Examining the Nexus of Attitudes, Religion, and The media. International Journal of Consumer Studies. 42 (6), pp. 755-767. https://doi.org/10.1111/ijcs.12468
Authors | Hamelin, Nicolas, Mokannef, Amina and Gbadamosi, A. |
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Abstract | This paper examines colour cosmetic consumption of Morrocan women in relation to the influence of attitudes, religion, and the media. With data from 498 women and using the theory of planned behavior, this study shows that attitude and Perceived behavior control (PBC) affect positively consumer intention to buy colour cosmetics. It also shows that intrinsic or personal religiosity does not affect customer intention to purchase cosmetic products while extrinsic religiosity is negatively correlated to the intention to use these products. Besides, the study demonstrates how different types of media influence the respondents’ consumption of these products. For example, as respondents spend more time watching TF1- the first national French channel - where a more natural look is displayed, the intention to buy color cosmetics decreases by 41.6%. Concerning the socio-demographic factors, the study shows that older women mainly with high income are more likely to consider color cosmetics consumption. The implications of the study are highlighted in the paper. |
Journal | International Journal of Consumer Studies |
Journal citation | 42 (6), pp. 755-767 |
ISSN | 1470-6423 |
Year | 2018 |
Publisher | Wiley |
Accepted author manuscript | |
Digital Object Identifier (DOI) | https://doi.org/10.1111/ijcs.12468 |
Web address (URL) | https://doi.org/10.1111/ijcs.12468 |
Publication dates | |
Online | 18 Jul 2018 |
Publication process dates | |
Deposited | 28 Aug 2018 |
Accepted | 24 Jun 2018 |
Accepted | 24 Jun 2018 |
Copyright information | This is the peer reviewed version of the following article: Hamelin, Nicolas, Mokannef, Amina, and Gbadamosi, Ayantunji, 2018, ‘Colour cosmetics consumption among Moroccan women: Examining the Nexus of Attitudes, Religion, and The media’, International Journal of Consumer Studies, x(x):xx-xx, which has been published in final form at https://doi.org/xxx. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. |
https://repository.uel.ac.uk/item/84764
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