Impact of subjective norms, normative attitudes, and perceived behavioral control on online beauty product purchases during COVID-19 in the UK

Kaur, M and Satiroglu, H ORCID: 0000-0001-7483-4305 (2025) 'Impact of subjective norms, normative attitudes, and perceived behavioral control on online beauty product purchases during COVID-19 in the UK.' Kocaeli Üniversitesi Sosyal Bilimler Dergisi, 2 (48). pp. 82-100.

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Abstract

The UK beauty industry has faced significant changes due to the Covid-19 pandemic, leading to a noticeable shift in consumer buying behavior, with a strong move towards online purchasing. This research examines how the pandemic has impacted consumer behavior in the beauty industry, focusing on the influence of subjective norms, normative attitudes, and perceived behavioral control on online buying decisions during and after the pandemic. An explanatory research approach was used, and data were collected through an online survey of 122 consumers. The findings reveal that these Subjective Norms and Normative Attitudes have nonsignificant impact on closely linked to perceived behavioral control and ultimately on consumers' buying intentions for beauty products during the pandemic.

Item Type:	Article
Keywords:	Covid-19, online shopping, consumer behaviour, SEM, beauty industry
Divisions:	Bath Business School
Date Deposited:	09 Jan 2025 10:36
Last Modified:	09 Jan 2025 10:36
ISSN:	1302-6658
URI / Page ID:	https://researchspace.bathspa.ac.uk/id/eprint/16779

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