Impact of Subjective Norms, Normative Attitudes, and Perceived Behavioral Control on Online Beauty Product Purchases During COVID-19 in the UK

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.