Factors affecting consumer's purchasing intention toward sunscreen products - A study in Ho Chi Minh city
Abstract
This research investigates the factors that affecting consumer’s purchasing intention
toward sunscreen products. The results show that Subjective Norms, Health
Consciousness, Perceived Behavior Control and Attitude have a positive impact on
consumers’ Purchase Intention toward sunscreen. Meanwhile, Appearance Consciousness
and Prior Experience has a negative impact on consumers’ Purchase Intention toward
sunscreen. Furthermore, the study illustrates that there are a significant differences
between males and females’ intention and attitide toward purchasing sunscreens. The
analysis is based on a random sample of 310 participants who are living in Ho Chi
Minh City, Vietnam.