Consumer Behavior

Examining the Relationship Between Beauty, Body Image, and Trust in Omnichannel Beauty Retailers

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Abstract

The COVID-19 pandemic has created shifts in consumer behavior. Beauty customers who normally purchased products in physical stores shifted to purchasing online. Although online beauty sales have grown considerably throughout 2020, this increase does not offset the decline of in-store sales (Gerstel, 2020). This study focused on factors related to beauty that may change group behavior (social norms) using objectification theory that can affect customers' intention to purchase beauty products. A sample of 756 participants completed the online survey through Amazon MTurk. The findings of this study demonstrate that people’s views of their bodies can also impact group behavior. When individuals have a positive body image, they can influence changes in the group’s social behavior, which in turn affects their purchase intentions.  

Keywords: Beauty Retailers, Beauty Appreciation, Objectification Theory, and Trust, Beauty retailers, Beauty appreciation, Beauty concept, Social norms, Trust

How to Cite:

Kopot, C. & Reed, J., (2022) “Examining the Relationship Between Beauty, Body Image, and Trust in Omnichannel Beauty Retailers”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13559