Understanding The Purchase Intention Of Broad-Spectrum Sunscreen Among Young Adults In Ho Chi Minh City (Hcmc) And The Moderating Effect Of Genders

Abstract

Background: The rapid growth of the sunscreen market in Ho Chi Minh City (HCMC) has been influenced by heightened awareness of skin protection among young adults, especially in response to the city's intense UV exposure. Understanding the purchase intentions for broad-spectrum sunscreen among this demographic is crucial for developing effective marketing strategies. Purpose/Focus: This study aims to investigate the factors influencing the purchase intention of broad-spectrum sunscreen among young adults in HCMC, with an extension on the moderating effects of gender. Methods: The research employed a mixed-methods approach, incorporating both quantitative surveys and qualitative interviews. Data was collected from 300 young adults aged 18-26 in HCMC. The Theory of Planned Behavior (TPB) framework was utilized to analyze the data, with a particular focus on attitudes, subjective norms, and perceived behavioral control. SmartPLS software was used for structural equation modeling (SEM) to examine the relationships between these variables and purchase intention. Results/Findings: The study found some gender differences in the factors influencing purchase intention. Women exhibited higher awareness and stronger positive attitudes towards sunscreen usage compared to men. Subjective norms and perceived behavioral control were significant predictors of purchase intention for both genders, but the impact was more pronounced among female respondents. Price perception also emerged as a critical factor, influencing both male and female participants' intentions to purchase sunscreen. Conclusion: The findings highlight the need for targeted marketing strategies that address the specific concerns and motivations of male and female consumers in HCMC. By understanding these gender-specific factors, sunscreen brands can better tailor their products and marketing efforts to effectively reach young adults in this market