The effect of variety seeking and status consumption on generation Y consumers’ attitude toward beauty products: The mediating role of innovativeness
-
DOIhttp://dx.doi.org/10.21511/im.19(1).2023.18
-
Article InfoVolume 19 2023, Issue #1, pp. 208-219
- Cited by
- 576 Views
-
268 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
The cosmetic industry is a highly lucrative market in South Africa. Individuals of the Generation Y cohort represent an essential current and future market segment for various industries, including the beauty product industry. The purpose of this study is to determine the direct and indirect effects of variety seeking and status consumption on attitudes through beauty product innovativeness among female Generation Y students. This study used a self-administered questionnaire. The sample includes female Generation Y students at a traditional university, a comprehensive university, and a university of technology in the Gauteng province. The study yielded 610 adequate responses. The data were analyzed using principal component factor analysis, descriptive statistics, Pearson’s product-moment correlation, and path analysis with mediation tests. The study presents a four-factor model: status consumption, variety seeking, beauty product innovativeness, and consumer attitude. Status consumption statistically, significantly, and positively affect beauty product innovativeness (β = 0.350, p = 0.000 < 0.01) and consumer attitude (β = 0.107, p = 0.053 < 0.01). Variety seeking has a statistically significant and positive influence on beauty product innovativeness (β = 0.276, p = 0.000 < 0.01) but an insignificant on consumer attitude (β = 0.043, p = 0.459 > 0.01). Lastly, beauty product innovativeness was a statistically significant predictor of attitude (β = 0.286, p = 0.000 < 0.01). These results suggest that beauty product innovativeness mediates the relationship between variety-seeking and consumer attitudes of the Generation Y cohort toward beauty products.
- Keywords
-
JEL Classification (Paper profile tab)M31, M37
-
References66
-
Tables7
-
Figures1
-
- Figure 1. Structural model
-
- Table 1. Sample description
- Table 2. Descriptive statistics
- Table 3. Rotated factors
- Table 4. Correlation coefficients and collinearity statistics
- Table 5. Measurement model estimates
- Table 6. Correlation, reliability and construct validity
- Table 7. Standardized regression estimates and p-values
-
- Ajitha, S., & Sivakumar, V. J. (2017). Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands. Journal of Retailing and Consumer Services, 39, 103-113.
- Bakewell, C., Mitchell, V. W., & Rothwell, M. (2006). UK Generation Y fashion consciousness. Journal of Fashion Marketing and Management, 10(2), 169-180.
- Berndt, A., Petzer, D., Kotze, Th., & Higgs, N. (2011). Marketing research. Cape Town: Pearson.
- Bevan-Dye, A. L., & Surujlal, J. (2011). Attitudes towards materialism in sport and materialism tendencies amongst Black Generation Y students. African Journal for Physical, Health Education, Recreation and Dance, 1(1), 43-55.
- Byrne, B. M. (2010). Structural equation modelling with AMOS: Basic concepts, applications, and programming (2nd ed.). New York: Routledge.
- Chen, C. W., Chen, T. H., & Lin, Y. F. (2011). Statistical analysis for consumers’ intentions of purchasing cosmetics. African Journal of Business Management, 5(29), 11630-11635.
- Ching, J. (2020, July 14). Why beauty is big: 8 reasons. Salonist.
- Coulter, R. A., Feick, L. F., & Price, L. L. (2002). Changing faces: Cosmetics opinion leadership among women in the new Hungary. European Journal of Marketing, 36(11/12), 1287-1308.
- Cvetkovska, L. (2022, March 5). 24 Beauty industry statistics that will impress you. Loud Cloud Health.
- Czernecka, J. (2018, February 21). Sociologist: Women judged more by their looks in various spheres of life. Science in Poland.
- Day, J., & Newburger, E. C. (2002). The big payoff: educational attainment and synthetic estimates of work-life earnings (Report ED506465). Washington, DC: Bureau of the Census (DOC).
- de Klerk, N. (2020). Influence of status consumption, materialism and subjective norms on generation y students’ price-quality fashion attitude. International journal of business and management studies, 12(1), 163-176.
- Dhanoa, R., & Goyal, N. (2018). Millennial generations’ susceptibility to interpersonal influence: A case of personal care products purchases. International Journal of Management Studies, 5, 73-78.
- Du Plessis, P. J., & Rousseau, G. G. (2007). Buyer behaviour: Understanding consumer psychology and marketing (4th ed.). Cape Town: Oxford University Press Southern Africa.
- Dubois, D., & Ordabayeva, N. (2015). Social hierarchy, social status, and status consumption. In M. I. Norton, D. D. Rucker, & C. Lamberton (Eds.), The Cambridge handbook of consumer psychology (pp. 332-367). Cambridge, UK: Cambridge University Press.
- Durvasula, S., & Lysonski, S. (2008). A double-edged sword: Understanding vanity across cultures. Journal of Consumer Marketing, 25(4), 230-244.
- Eastman, J. K., Goldsmith, R., & Flynn, L. R. (1999). Status consumption in consumer behaviour: Scale development and validation. Journal of Marketing Theory and Practice, 7(3), 41-52.
- Fernandez, P. R. (2009). Impact of branding on gen Y’s choice of clothing. Journal of the South East Asia Research Centre for Communications and Humanities, 1, 79-95.
- Field, A. (2009). Discovering statistics using SPSS. London: Sage Publications.
- Flynn, L. R., & Goldsmith, R. E. (2016). Introducing the super consumer. Journal of Consumer Behaviour, 15(3), 201-207.
- Gardyn, R. (2002). Educated consumers. American Demographics, 24(10), 18-19.
- Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221.
- Goldsmith, R. E., Flynn, L. R., & Kim, D. (2010). Status consumption and price sensitivity. Journal of Marketing Theory and Practice, 18(4), 323-338.
- Goldsmith, R. E., Freiden, J. B., & Eastman, J. K. (1995). The generality/specificity issue in consumer innovativeness research. Technovation, 15(10), 601-612.
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Upper Saddle River, NJ: Pearson Prentice-Hall.
- Hawkins, D. I., & Mothersbaugh, D. L. (2013). Consumer behavior: Building marketing strategy (12th ed.). New York: McGraw-Hill.
- Hou, J., & Elliot, K. (2016). Gender differences in online auctions. Electronic Commerce Research and Applications, 17, 123-133.
- Kahn, B. E. (1995). Consumer variety-seeking among goods and services. Journal of Retailing and Consumer Services, 2(3), 139-148.
- Kinley, T. R., Josiam, B. M., & Lockett, F. (2010). Shopping behaviour and the involvement construct. Journal of Fashion Marketing and Management: An International Journal, 14(4), 562-575.
- Koksal, M.H. (2014). Psychological and behavioural drivers of male fashion leadership. Asia Pacific Journal of Marketing and Logistics, 26(3), 430-449.
- Koschate-Fischer, N., Hoyer, W.D., Stockburger-Sauer, N., & Englin, J. (2018). Do life events always lead to change in purchase? The mediating role of change in consumer innovativeness, the variety seeking tendency, and price consciousness. Journal of the Academy of Marketing Science, 46(3), 516-536.
- Licata, R. J. (2021, July 15). Beauty industry: Cosmetic market share, trends, and statistics. Terakeet.
- Lim, Y. M., & Cham, T. H. (2015). A profile of the Internet shoppers: Evidence from nine countries. Telematics and Informatics, 32(2), 344-354.
- Luo, S. (2019). Consumers and their brand love relationships. University of Otago, New Zealand.
- Malhotra, N. K. (2010). Marketing research: An applied orientation. Upper Saddle River, NJ: Pearson Prentice-Hall.
- Marci, K. (2019, July 2). What the $532bn beauty industry looks like in 2019. The Edited.
- Markert, J. (2004). Demographics of age: Generational and cohort confusion. Journal of Current Issues and Research in Advertising, 26(2), 11-25.
- Mathur, A. (2012). Consumer acculturation in the age of globilization: A study of first-generation Indian immigrants in the United States. Journal of International Consumer Marketing, 24(5), 372-384.
- McCarthy, M., O’Sullivan, C., & O’Reilly, S. (1999). Pre-identification of first buyers of a new food product. British Food Journal, 101(11), 842-856.
- Morgan, L. R., & Birtwistle, G. (2009). An investigation of young fashion consumers’ disposal habits. International Journal of Consumer Studies, 33(2), 190-198.
- Nelson, A. (2022). Women drive majority of consumer purchasing and it’s time to meet their needssecond-shift realities. IncAfrica.
- Newman, D. (2015, April 21). Millennials: Are Gen Y women an untapped market? Forbes.
- Noble, S. M., Haytko, D. L., & Phillips, J. (2009). What drives college-age Generation Y consumers? Journal of Business Research, 62(6), 617-628.
- Orús, C., Gurrea, R., & Ibañez-Sanchez, S. (2019). The impact of consumers’ positive online recommendations on the omnichannel webrooming experience. Spanish Journal of Marketing – ESIC, 23(3), 397-414.
- Pallant, J. (2016). SPSS survival manual. London: Open University Press.
- Park, C. W., & Lessig, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 4(2), 102-110.
- Park, H. J., Davis Burns, L., & Rabolt, N. J. (2007). Fashion innovativeness, materialism, and attitude toward purchasing foreign fashion goods online across national borders: The moderating effect of internet innovativeness. Journal of Fashion Marketing and Management: An International Journal, 11(2), 201-214.
- Parumasur, S.B., & Roberts-Lombard, M. (2013). Consumer behaviour (2nd ed.). Cape Town: Juta.
- Phau, I., & Lo, C. C. (2004). Profiling fashion innovators: A study of self-concept, impulse buying and Internet purchase intent. Journal of Fashion Marketing and Management, 8(4), 399-411.
- Pudaruth, S., Juwaheer, T. D., & Seewoo, Y. D. (2015). Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: A study of female customers. Social Responsibility Journal, 11(1), 179-198.
- Radder, L., Li, Y., & Pietersen, J. J. (2006). Decision-making styles of young Chinese, Motswana and Caucasian consumers in South Africa: An exploratory study. Journal of Family Ecology and Consumer Sciences, 34(1), 20-31.
- Roberts-Lombard, M., & Parumasur, S. B. (2017). Consumer behaviour (4th ed.). Cape Town, South Africa: Juta.
- Roehrich, G. (2004). Consumer innovativeness: Concepts and measurements. Journal of business research, 57(6), 671-677.
- Roll, O., & Pfeiffer, E. (2017). Are your consumers variety seekers? The moderating impact on the effectiveness of free gift promotions vs. price discounts. The International Review of Retail, Distribution and Consumer Research, 27(4), 352-368.
- Rose, S. (2014, November 18). Millennials and beauty: Serving the eye of a new generation of beholders. Informa Connect.
- Runyan, R. C., Noh, M., & Mosier, J. (2013). What is cool? Operationalizing the construct in an apparel context. Journal of Fashion Marketing and Management, 17(3), 322-340.
- Sandhu, S. S., & Paim, L. B. (2016). Consuming for status among Malaysian working women. Journal of Emerging Economies and Islamic Research, 4(3), 11-16.
- Schiffman, L. G., & Kanuk, L. L. (2014). Consumer behavior (10th ed.). Upper Saddle River, N.J.: Pearson Prentice Hall.
- Solomon, M. R., & Rabolt, N. J. (2009). Consumer behavior in fashion. Englewood Cliffs, NJ.: Pearson Prentice-Hall.
- Song, H., You, G. J., Reisinger, Y., Lee, C. K., & Lee, S. K. (2014). Behavioral intention of visitors to an oriental medicine festival: An extended model of goal directed behavior. Tourism Management, 42, 101-113.
- Statistics South Africa. (2021). Mid-year population estimates 2021.
- Stith, M. T., & Goldsmith, R. E. (1989). Race, sex, and fashion innovativeness: A replication. Psychology and Marketing, 6(4), 249-262.
- Tang, E. P. Y., & Chin, I. O. K. (2007). Analyzing variety seeking behavior using panel data. Journal of International Consumer Marketing, 19(4), 7-31.
- Thompson, R. (2018, April 19). The ‘ennial tribes: Understanding Generation Y and Generation Z South Africans. Biz Community.
- Van Schalkwyk, P. J., & Bevan-Dye, A. L. (2020). Influence of materialism and status consumption on south african generation y students’attitude towards money and credit, and credit intentions. International journal of social sciences and humanity studies, 12(1), 113-129.
- Zikmund, W. G., & Babin, B. J. (2013). Essentials of marketing research (5th ed.). Australia: South-Western Cengage Learning.