Colour cosmetics consumption among Moroccan women: Examining the nexus of attitudes, religion and the media

Abstract

Abstract This paper examines colour cosmetic consumption of Morrocan women in relation to the influence of attitudes, religion and the media. With data from 498 women and using the theory of planned behaviour, this study shows that attitude and Perceived behaviour control (PBC) affect positively consumer intention to buy colour cosmetics. It also shows that intrinsic or personal religiosity does not affect customer intention to purchase cosmetic products while extrinsic religiosity is negatively correlated to the intention to use these products. Besides, the study demonstrates how different types of media influence the respondents’ consumption of these products. For example, as respondents spend more time watching TF1—the first national French channel—where a more natural look is displayed, the intention to buy colour cosmetics decreases by 41.6%. Concerning the socio‐demographic factors, the study shows that older women mainly with high income are more likely to consider colour cosmetics consumption. The implications of the study are highlighted in the paper.

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