Hopes and reality: consumers’ purchase intention towards whitening cream

Abstract In contemporary Bangladeshi society, popularity, marriage, and status are weighed on a scale where the vital criterion is a fair complexion. Women are encouraged to use whitening cream in its colour-conscious culture. The present study identifies the factors that influence consumers’ purcha...

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Autores principales:	Md. Monirul Islam, Fathema Farjana Hani
Formato:	article
Lenguaje:	EN
Publicado:	SpringerOpen 2021
Materias:	Female consumers Purchase intention Whitening cream SEM Bangladesh Business HF5001-6182 Finance HG1-9999
Acceso en línea:	https://doaj.org/article/e97e17f4e8bd4ad99cde209d91d85a01
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spelling	oai:doaj.org-article:e97e17f4e8bd4ad99cde209d91d85a012021-11-07T12:14:58ZHopes and reality: consumers’ purchase intention towards whitening cream10.1186/s43093-021-00098-12314-7210https://doaj.org/article/e97e17f4e8bd4ad99cde209d91d85a012021-11-01T00:00:00Zhttps://doi.org/10.1186/s43093-021-00098-1https://doaj.org/toc/2314-7210Abstract In contemporary Bangladeshi society, popularity, marriage, and status are weighed on a scale where the vital criterion is a fair complexion. Women are encouraged to use whitening cream in its colour-conscious culture. The present study identifies the factors that influence consumers’ purchase intention towards whitening cream. A structured questionnaire was used to elicit feedback from 275 female respondents using the convenience sampling method. Structural equation modelling and hypotheses tests were conducted to validate the model after verifying the scale items’ reliability and validity. The findings revealed that attitude, involvement, and descriptive norms were significant factors, and injunctive norms, perceived quality, and price fairness were inessential factors in explaining Bangladeshi female consumers’ purchase intention. The framework used in the study can assist in product design. The study makes an important contribution to the literature by explaining why female consumers equate whiteness with beauty. Marketers should not use deceptive advertisements to influence them falsely; they should fulfil their expectations without causing harm or inciting racism.Md. Monirul IslamFathema Farjana HaniSpringerOpenarticleFemale consumersPurchase intentionWhitening creamSEMBangladeshBusinessHF5001-6182FinanceHG1-9999ENFuture Business Journal, Vol 7, Iss 1, Pp 1-12 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Female consumers Purchase intention Whitening cream SEM Bangladesh Business HF5001-6182 Finance HG1-9999
spellingShingle	Female consumers Purchase intention Whitening cream SEM Bangladesh Business HF5001-6182 Finance HG1-9999 Md. Monirul Islam Fathema Farjana Hani Hopes and reality: consumers’ purchase intention towards whitening cream
description	Abstract In contemporary Bangladeshi society, popularity, marriage, and status are weighed on a scale where the vital criterion is a fair complexion. Women are encouraged to use whitening cream in its colour-conscious culture. The present study identifies the factors that influence consumers’ purchase intention towards whitening cream. A structured questionnaire was used to elicit feedback from 275 female respondents using the convenience sampling method. Structural equation modelling and hypotheses tests were conducted to validate the model after verifying the scale items’ reliability and validity. The findings revealed that attitude, involvement, and descriptive norms were significant factors, and injunctive norms, perceived quality, and price fairness were inessential factors in explaining Bangladeshi female consumers’ purchase intention. The framework used in the study can assist in product design. The study makes an important contribution to the literature by explaining why female consumers equate whiteness with beauty. Marketers should not use deceptive advertisements to influence them falsely; they should fulfil their expectations without causing harm or inciting racism.
format	article
author	Md. Monirul Islam Fathema Farjana Hani
author_facet	Md. Monirul Islam Fathema Farjana Hani
author_sort	Md. Monirul Islam
title	Hopes and reality: consumers’ purchase intention towards whitening cream
title_short	Hopes and reality: consumers’ purchase intention towards whitening cream
title_full	Hopes and reality: consumers’ purchase intention towards whitening cream
title_fullStr	Hopes and reality: consumers’ purchase intention towards whitening cream
title_full_unstemmed	Hopes and reality: consumers’ purchase intention towards whitening cream
title_sort	hopes and reality: consumers’ purchase intention towards whitening cream
publisher	SpringerOpen
publishDate	2021
url	https://doaj.org/article/e97e17f4e8bd4ad99cde209d91d85a01
work_keys_str_mv	AT mdmonirulislam hopesandrealityconsumerspurchaseintentiontowardswhiteningcream AT fathemafarjanahani hopesandrealityconsumerspurchaseintentiontowardswhiteningcream
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Hopes and reality: consumers’ purchase intention towards whitening cream

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