THE INFLUENCE OF CULTURE TOWARDS THE PURCHASE INTENTION OF BEAUTY-ENHANCING PRODUCTS TO ACHIEVE NATURAL BEAUTY: EVIDENCE FROM INDONESIA & THE NETHERLANDS.

• Main Author: Hanarania, Nabila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63790
• Institution: Institut Teknologi Bandung

As the beauty industry quickly recovered from its declining growth in 2020 and embraced a new trend of “natural beauty”, it is crucial for marketers to understand what factors cause the increased consumption of beauty products and which markets consume the most beauty products. Though many believe that women’s pursuit of beauty is universal, Asian markets have exhibited more spending for beauty-enhancing products than Western markets. This is because Asians tend to be interdependent towards the expectations of society and have a higher need to conform to social norms. As such, this paper empirically studies the effect of culture through an individual’s self-construal, and the mediating effect of conformity to norms on the purchase intention of beauty products. From the results of 200 participants of an online Qualtrics survey, this study concludes that Indonesian women, to represent Asian markets, have a higher purchasing intention for beauty products that enhance natural beauty more so than Dutch women, to represent Western consumers.