Men's Purchase Intention of Cosmetics: An Empirical Check in Vietnam

Cosmetics are considered high-end items. Beauty items are currently considered essential in human life. Grooming products are essential for most individuals, both men and women, to enhance their appearance. This study explores how personal values impact the attitudes and behaviours of men in Vietnam regarding the use of cosmetics. The assessment is conducted in two phases: a preliminary study and the primary survey, where the scale's reliability is evaluated in the initial phase and the theoretical model is tested in the second phase. A sample of 381 respondents was surveyed from four major cities in Vietnam for the study. Using AMOS 24 software to validate the model, the results indicate that all research hypotheses are statistically significant. Specifically, the study suggests that attitude towards the product acts as a partial mediator in the relationship between self-image, self-consciousness, and intention to purchase beauty products. This study's findings are relevant for marketers and businesses in the beauty industry in Vietnam. It suggests that cosmetics play a role in establishing personal brands and predicts growth in the Vietnamese beauty industry.