Cosmetic for Modern Consumer: The Impact of Self-Congruity on Purchase Intention

Nor Rahimy Binti Khalid (), Che Aniza Binti Che Wel (), Syed Shah Alam () and Suraya Akmar Binti Mokhtaruddin ()

International Journal of Asian Social Science, 2018, vol. 8, issue 1, 34-41

Abstract: Self-congruity theory is remarkable link with attitude and purchase intention to determine the consumer behavior in purchasing cosmetic products. This study will determine the impact of self-congruity and attitude on purchase intention. The application of self-congruity theory is extensively studied; however, the focus on cosmetic products is rather limited. A total of 171 data were collected from respondents for this study that has experience in purchasing cosmetic product. The finding from the Smart PLS had identified that self-congruity and attitude significantly influences consumer purchase intention for cosmetic product. Therefore it is enthralling to deliberate the implication of self-congruity and attitude on purchase intention for cosmetic products.

Keywords: Self-congruity; Purchase intention; Cosmetic product; Self-images; Congruence; Consumer behavior (search for similar items in EconPapers)
Date: 2018
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