Online purchase intentions of affluent women: blending African beliefs, consumer vanity and luxury beauty products online purchase intentions

Abstract

With the growing popularity of online shopping and the increasing demand for luxury beauty products, understanding the underlying cultural factors influencing consumer behaviour becomes crucial for marketers and researchers alike. his study aims to investigate the influence of frican social axioms on affluent women’s consumer vanity and luxury beauty products online purchase intention in Zimbabwe. ata was collected from 400 affluent female respondents in Zimbabwe through convenience sampling. he study used a structured questionnaire to gather information from affluent women in affluent suburbs and shopping centres. ata was analysed using structural equation modelling on SPSS MS. Findings of the study revealed significant negative relations between buntu and consumer vanity. ther frican beliefs of ancestral relevance and religiosity had positive relations to consumer vanity. Consumer vanity had positive relations to online purchase intentions of luxury beauty products. t was also concluded that individuals who place importance on their ancestral heritage and strong religious beliefs may be more inclined to prioritise physical appearance leading to a greater interest in luxury beauty products. owever, individuals who uphold buntu ethos are least concerned with vanity, hence, promotional messages and branding must incorporate buntu to capture such consumers.