Original scientific paper
https://doi.org/10.51650/ezrvs.19.3-4.2
The Impact Of Behavioral Factors On Purchase Intention Of Garnier Products: The Moderating Role Of Consumers’ Generational Affiliation
Marija Vuković
orcid.org/0000-0002-5383-6587
; Faculty of Economics, Business and Tourism, University of Split, Split, Croatia
*
Anđelina Mihaljević
* Corresponding author.
Abstract
This paper explores how different behavioral factors shape the purchase intention of cosmetic products using the Garnier brand as an example. Cultural, social, personal, and psychological factors and their influence on consumers’ purchase intention toward Garnier products were analyzed. In addition, the moderating role of generational affiliation was examined to identify potential differences in consumer behavior across various age groups. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) method. The results indicate that cultural and psychological factors are the most influential in motivating consumers to purchase Garnier cosmetic products. Therefore, consumers who prefer using these products due to habit, social status, experience, received information, and trust are more likely to purchase and recommend Garnier products. Personal factors show a mildly positive effect on purchase intention, suggesting that age, lifestyle, economic situation, and self-concept moderately increase purchase intention. The influence of social factors, however, was not found to be statistically significant. Furthermore, the moderation analysis revealed significant differences in the effects of cultural and personal factors on purchase intention. The results show that cultural factors have a much stronger impact on purchase intention among younger generations, while this influence is almost negligible among older consumers. The opposite is observed for personal factors, which appear to be more important in encouraging purchase behavior among older generations, while their influence on younger consumers is less pronounced. The findings of this study can help marketing experts and brand managers of Garnier, as well as other brands, in gaining a deeper understanding of consumers and the drivers of their purchase intentions. Consequently, marketing strategies can be better adapted to targeted and segmented consumer groups to align with their preferences and beliefs.
Keywords
behavioral factors; consumers; generations; purchase intention; cosmetic products.
Hrčak ID:
341513
URI
Publication date:
23.12.2025.
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