Factors influencing men’s purchase intention of personal care products: the role of healthcare, physical benefits, aging effects, and subjective norms

Although the market for men’s personal care products has shown significant growth, academic research examining men’s consumer engagement in this domain remains limited and underdeveloped. This study aims to analyze the influence of healthcare, perceived physical benefits, aging effects, and subjective norms on purchase intention through attitudes toward men’s behavior when using personal care products. This study used the Theory of Reasoned Action (TRA). Data were collected through an online questionnaire using a voluntary sampling technique, and 1,994 responses were obtained and analyzed using Structural Equation Modelling (SEM). The sample criteria were men aged 17–65 years old who had used or were currently using personal care products. The results showed that healthcare, perceived physical benefits, and subjective norms significantly and positively influenced attitudes toward behavior. Subjective norms and attitudes toward behavior positively influence intentions. This study provides insights into the impact of personal factors on marketing strategies. The TRA can be expanded by adding several personal factor variables that can serve as references for future research, especially those related to personal care.