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This paper proposes a conceptual model for factors influencing intention to purchase cosmetic products. Globalization is increasing the intensity of rivalry among cosmetic sector participants. In these instances, business practitioners must devise the best strategies to increase market share. One of the elements that can be concentrated on is consumer behavior. Understanding consumer behavior is one of the most important factors to consider when developing strategies. The primary goal of this study is to investigate the factors that influence customers' purchasing intentions for cosmetic products in Malaysia. Theory of Reasoned Action (TRA) served as a basis for the study, with four additional variables added on. As a result, the study explores six independent variables that influence purchase intention for cosmetic products. The results of this research could contribute to the current body of literature and provide industry stakeholders with insights into how the factors examined in this study impact customer purchase intent. This knowledge empowers them to craft more impactful business strategies.
Naseri et al. (Sun,) studied this question.