Investigating the Influence of Values and the Bi-Dimensional Approach to Attitude on Metrosexuals’ Repurchase Intentions for Organic Skincare Products

The existing literature on organic skincare has predominantly concentrated on analyzing consumer buying behavior and intentions, often overlooking the critical aspect of repurchase intentions. This study aims to address this gap by thoroughly investigating repurchase intention. The primary contributions of the study are twofold: First, it explores the direct relationships among non-functional values, cognitive and affective attitudes, consumer buying behavior, and repurchase intentions for organic skincare products. Second, it assesses how concern for skin health moderates the relationship between attitudes and purchase behavior. The findings reveal that epistemic and social identity values are the significant drivers that positively influence consumer attitudes, while emotional value does not significantly impact the bi-dimensional approach to attitude. Moreover, the study finds that the moderation effect of concern for skin health on the relationship between attitudes and purchase behavior is not supported, indicating that this factor neither strengthens nor weakens the relationship. The findings provided by this study are beneficial for organic skincare manufacturers seeking to enhance their market share by better understanding how to influence consumer attitudes and purchase behavior leading to repurchase intentions. This research is among the few to integrate the SOBC model with TCV to understand repurchase intentions for organic skincare products. Additionally, the study proposes a conceptual framework that can serve as a foundation for future research.