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

Author

Listed:
  • Nor Rahimy Binti Khalid
  • Che Aniza Binti Che Wel
  • Syed Shah Alam
  • Suraya Akmar Binti Mokhtaruddin

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.

Suggested Citation

  • Nor Rahimy Binti Khalid & Che Aniza Binti Che Wel & Syed Shah Alam & Suraya Akmar Binti Mokhtaruddin, 2018. "Cosmetic for Modern Consumer: The Impact of Self-Congruity on Purchase Intention," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 8(1), pages 34-41.
    • Handle: RePEc:asi:ijoass:v:8:y:2018:i:1:p:34-41:id:2970
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