Guided by the Social Value Orientation (SVO) framework, this study investigates how proself (e.g., health-conscious consumption, financial prudence, and perceived local product quality) and prosocial motivations (e.g., environmental sustainability, social sustainability, and support for localism) influence consumer behavior toward locally produced skincare. Behavioral outcomes include positive word of mouth (WOM), purchase intention, and willingness to pay a premium. Survey data from 371 U.S. consumers–categorized as heavy and light users–were analyzed through regression analyses. Results indicated that environmental sustainability did not significantly influence any behavioral outcomes for either consumer group. In contrast, health-conscious consumption and perceived local product quality were positive predictors of purchase intention and willingness to pay a premium. Among light users, financial prudence negatively influenced willingness to pay more, highlighting budget sensitivity. These findings offer actionable insights for marketers, supporting segment-specific messaging that highlights relevant personal and community benefits.
Kim et al. (Sun,) studied this question.