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.
AuthorsHamelin, Nicolas, Mokannef, Amina and Gbadamosi, A.
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.

JournalInternational Journal of Consumer Studies
Journal citation42 (6), pp. 755-767
ISSN1470-6423
Year2018
PublisherWiley
Digital Object Identifier (DOI)doi:10.1111/ijcs.12468
Web address (URL)https://doi.org/10.1111/ijcs.12468
Publication dates
Online18 Jul 2018
Publication process dates
Deposited28 Aug 2018
Accepted24 Jun 2018
Accepted24 Jun 2018
Copyright informationThis 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.
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