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Cited by 54Consumer Perception and Purchasing BehaviorEnvironmental Sustainability in BusinessConsumer Behavior in Brand Consumption and Identification

Understanding consumer purchase of free-of cosmetics: a value-driven TRA approach

Hansen, Torben, Risborg, Marie Søndergaard, Steen, Christina Donslund·2012·Journal of Consumer Behaviour
DOI 10.1002/cb.1397
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Abstract

ABSTRACT This study concerns the free‐of trend on the cosmetics market as expressed by a tendency among consumers to prefer cosmetics that are free of certain ingredients. Combining the Theory of Reasoned Action with a value‐driven approach, this study empirically investigates the association between consumers' personal values and their attitude and behaviour associated with purchasing free‐of cosmetics. A quantitative online survey of 250 Danish female consumers was conducted using self‐administering questionnaires. The findings indicate that consumers' willingness to purchase free‐of cosmetics (R² = .48) is both influenced by attitude (β = .65) and perceived subjective norm (β = .21) with attitude having the largest predictive power. Moreover, consumers' attitude towards willingness to purchase free‐of cosmetics seems to be value driven. Our results indicate that two values, self‐transcendence (β = .28) and self‐enhancement (β = −.21), significantly influence attitude towards free‐of cosmetics purchase (R² = .10). Copyright © 2012 John Wiley & Sons, Ltd.

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  • LOV does not contain certain values, especially self-transcendence, which previous research has found relevant as motivational goals for consumer 'free-of' behaviors.

    “However, LOV does not contain certain values, especially self-transcendence, which previous research has found relevant as motivational goals for consumer 'free-of' behaviors (e.g., Hansen et al., 2012).”

    From How the interplay between consumer motivations and values influences organic food identity and behavior (2018) · cites this paper as Hansen et al., 2012

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Authors
Hansen, T., Risborg, M. S., & Steen, C. D.
Affiliations
  • Copenhagen Business School (DK)
  • Beiersdorf A/S Copenhagen Denmark
  • Novo Nordisk (Denmark) (DK)
Corresponding author
Hansen, Torben
ORCID
Hansen, Torben
Venue
Journal of Consumer Behaviour
Publisher
Wiley
Published
2012-09-26
Volume
11
Issue
6
Pages
477-486
ISSN
  • 1472-0817 (ISSN-L)
  • 1479-1838
DOI
10.1002/cb.1397
OpenAlex
W1914753404
Cited by
54
References
59
Citations by year
2026: 3 · 2025: 1 · 2024: 2 · 2023: 2 · 2022: 6 · 2021: 8 · 2020: 4 · 2019: 1 · 2018: 5 · 2017: 8 · 2016: 3 · 2015: 8 · 2014: 2 · 2013: 1
FWCI
10.02
Type
journal article
Language
en
Open access
closed
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations
  • Journal of Consumer Behaviour (publishedVersion)
  • CBS Research Portal (Copenhagen Business School) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords
consumer purchase intention, theory of reasoned action, personal values, self-transcendence, self-enhancement, attitudes, women consumers, cosmetics market

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