Luxury cosmetics shopping motivation: a study of metrosexual’s intentions in developing economy

Purpose This study aims to explore the factors influencing the purchasing behaviour of metrosexual males towards luxury cosmetic products in a developing economy, focusing on the evolving male grooming industry. Design/methodology/approach Using descriptive research, the study gathered data from 529 men using a questionnaire. Structural equation modelling was applied to develop a conceptual model highlighting the impact of brand awareness, salesperson service quality, visual merchandising, celebrity endorsement and promotion on the buying intentions of male consumers for luxury cosmetics. Findings The research reveals that the identified factors significantly influence the purchasing intentions of metrosexual men towards luxury cosmetics. The study proposes a model highlighting motivational factors for this consumer segment. Practical implications The research provides insights for marketing and sales strategies in the luxury cosmetics sector, focusing on the male consumer base in a developing economy. Originality/value This study contributes to the understanding of metrosexual male consumers’ motivations in the luxury cosmetics market within a developing economy, offering a unique perspective on consumer behaviour in this growing industry.