Impacts Of Visual Aesthetics And Hedonic Experience On Intent To Purchase Sustainable Beauty Products
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This study aims to explore differences in consumer's intent to purchase and attitudes towards sustainable beauty products between high and low impulsive consumers. Based on the Theory of Reasoned Action, this study specifically examines consumers' intent to purchase sustainable beauty products. Data was collected through online surveys from 500 female respondents between the ages of 18-59. The data was analyzed using Multiple Regression and Baron and Kenny's (1986) mediation/moderation test. Industry implications of this research include marketing and store placement strategies that evoke certain emotions from the consumer while they shop for sustainable beauty products.