Men's Purchase Intention of Cosmetics: An Empirical Check in

Vietnam

Lan T.N. Tran

HCMC University of Industry and Trade, Ho Chi Minh
City, Vietnam.
Email: lanttn@hufi.edu.vn
ORCID iD: https://orcid.org/0000-0002-3195-6836
Tung S. Vu
Hong Bang International University, Ho Chi Minh City, Vietnam.
Email: tungvs@hiu.vn
Phuong T. Do
College of Foreign Economy and Relation, Ho Chi Minh
City, Vietnam.
DOI: 10.46970/2023.29.3.05 Email: dtphuong@cofer.edu.vn
Volume 29, Number 3
September 2023, pp. 68-82 Phuong T.T. Phan
Nguyen Tat Thanh University, Ho Chi Minh City, Vietnam.
Email: pphuong@ntt.edu.vn
Phong T. Tran*
College of Foreign Economic Relation, Ho Chi Minh City,
Vietnam.
Email: thanhphongselco_vn@yahoo.com.vn
ORCID iD: https://orcid.org/0000-0002-8441-3632

Cosmetics are considered high-end items. Beauty items are currently considered
essential in human life. Grooming products are essential for most individuals, both
men and women, to enhance their appearance. This study explores how personal
values impact the attitudes and behaviours of men in Vietnam regarding the use of
cosmetics. The assessment is conducted in two phases: a preliminary study and the
primary survey, where the scale's reliability is evaluated in the initial phase and
the theoretical model is tested in the second phase. A sample of 381 respondents
was surveyed from four major cities in Vietnam for the study. Using AMOS 24
software to validate the model, the results indicate that all research hypotheses
are statistically significant. Specifically, the study suggests that attitude towards
the product acts as a partial mediator in the relationship between self-image, self-
consciousness, and intention to purchase beauty products. This study's findings
are relevant for marketers and businesses in the beauty industry in Vietnam. It
suggests that cosmetics play a role in establishing personal brands and predicts
growth in the Vietnamese beauty industry.

Keywords: Beauty Products, Self-Image, Self-Consciousness, Attitude Towards

Products.
JEL Classification Code: M10, M20, M31
Tran, Vu, Do, Phan & Tran 69

Introduction
In today's world, advancements in technology have significantly impacted people's
lifestyles, especially in communication, which is reflected in their buying choices. The
scenario stems from the simplicity with which cultural information and lifestyles in
various places can be collected (Wijaya et al., 2021). One significant shift involves the
increasing use of beauty products by men. As per Kumar et al. (2020), there is a growing
trend among men to focus on their appearance. Enhancing one's appearance is a crucial
aspect for both women and men, with beauty products playing a significant role in
achieving this goal. In a study by Khan et al. (2017), it was noted that the purchase of
grooming items has become increasingly important for men. It is evident that cosmetics
play a role in the purchasing decisions of men.
Marketers use purchase behaviour to segment their product markets and position
their items into specific customer groups (Leng, 2016; Roe et al., 2017). Research has
predominantly focused on women's grooming consumption behaviour, with men
receiving less attention in this area. Lately, there has been a noticeable shift in men's
purchasing habits when it comes to products related to their appearance (Leng, 2016).
Identifying the traits of individual consumers allows us to uncover customer behaviour,
specifically their self-perception (Kumar et al., 2020; Roe et al., 2017). Shoppers often
purchase items that align with their self-perception (Kumar et al., 2020). One factor
that can be utilised to validate men's views on beauty care products is self-perception.
This, in turn, can impact their inclination to buy such products to improve their looks.
Several academic studies have also demonstrated the above. The study by Kumar et al.
(2020) indicates that an individual's self-concept, formed by self-image and self-
consciousness, has a positive impact on men's attitudes towards grooming products,
leading to an increased likelihood of purchasing these items.
In recent years, the cosmetic market in Vietnam has expanded and diversified due
to the rising demand for beauty products. Consumers are increasingly incorporating
cosmetics into their daily makeup and skincare routines. Even with the wide variety of
beauty products available in Vietnam, finding the perfect product for individual needs
can be challenging, particularly for men. Many cosmetic stores offering products for
men's beauty are still quite limited in terms of variety and application. Our discussion
will centre on consumer purchase intention, specifically examining the values that
impact men's attitude in Vietnam towards beauty items and how this influences male
customers' purchase intentions. The beauty industry in Vietnam is poised for growth
due to the overall market trends, particularly in the realm of men's cosmetics. Marketers
are gaining insights into the important influence of "self-concept" on men's perceptions
of beauty products. This research is structured into a review of literature, methodology,
findings, discussion, implications, and future directions.

Literature Review

Analytical Framework
For this study, the VAB model by Homer et al. (1988) is utilised as the analytical
framework. The VAB relationship is illustrated through a cognitive hierarchy
frequently utilised by researchers in the marketing field to evaluate the influence of
personal values on attitudes and behaviour (Homer et al., 1988; Lee et al., 2019). The
70 International J. of Opers. and Quant. Management

model has been successfully utilised to explore different types of behaviour, including
consumer engagement and online purchase behaviour (Hansen, 2008; Xie et al., 2008).
The VAB model is frequently utilised to investigate the impact of personal values on
attitudes and behaviour, known as the V-A-B hierarchy. An established connection
between attitude and behaviour has been demonstrated by VAB (Xie et al., 2008).
Hence, this relationship is credible. Moreover, as per VAB, values impact behaviour
both directly and indirectly through attitudes. This represents the central aspect of the
model, highlighting the role of attitudes as a mediator in this connection (Kumar et al.,
2020). In addition, the researchers used the VAB hierarchical model to understand
men's attitudes and behaviours related to the consumption of grooming products. They
detailed how men's views and actions regarding these beauty products are shaped by
their beliefs. Thus, the VAB model can be visually represented as a causal chain:
Values, attitude, and behaviour (Homer et al., 1988).

Relationships Between Variables in Previous Research

The main emphasis of cosmetic brands is on creating products for women (Ho et
al., 2020). Women tend to be more focused on their appearance, while men are usually
less concerned about beauty. Men's awareness of purchasing products can strategically
improve their behaviour (Veerasatien et al., 2022). Marketers can also contribute to
boosting purchase intention of cosmetic products. In addition, effective marketing
strategies can boost the sales of men's cosmetic products by appealing to their
preferences (Ngah et al., 2021). Therefore, marketers need to develop strategies to
impact men's self-awareness and attitudes towards products (Ali et al., 2023).
The individuals in the society are also mindful of enhancing their physical
appearance and beauty (Tewary et al., 2021). Nevertheless, individuals can form
positive connections with brands and make purchases when they are mindful of
aesthetics. It is crucial for brand management to create products tailored for the male
demographic to increase their purchase intent (Tengli et al., 2022). The desire to buy
products can impact individuals in society, but it is contingent on the marketing
strategy. Recognising the importance of men's grooming and the marketing of beauty
items can impact men's choices when buying products (Wijaya et al., 2022). This way,
men's self-perception and self-image are enhanced positively for products.
Understanding self-concept is essential for men to enhance their behaviour, as
highlighted by Tunpornchai et al. (2021). The connection to beauty and brands enables
men to strategically reach their goals. The perspective on achieving beauty and
maintaining a good appearance impacts men's behaviour and contributes to positive
results (Khan et al., 2021). Likewise, men's self-perception enables them to buy beauty
products. Brands are creating products for men, with marketers having a significant
impact on these brands and their management (Ferry et al., 2021). Advancing
strategically in understanding men's behaviour can greatly enhance their self-
perception.
Men's self-awareness plays a crucial role in their choice of beauty products, as
highlighted by Shimul et al. (2022). When the average person seeks self-awareness,
they purchase beauty products. Men prioritise self-awareness and invest in beauty
products to enhance their appearance (Wijaya et al., 2021). It is essential for prominent
companies to create surveys targeting men to gain insights into their needs and work
Tran, Vu, Do, Phan & Tran 71

environment (Sanny et al., 2020). Understanding the importance of gaining knowledge

about the subject is crucial for brands to make informed decisions in their development.
Research has shown that men are more likely to consider buying cosmetic products
when they are provided with brand information (Akram et al., 2023). The strategic
progress in marketing cosmetic brands motivates men to make informed decisions
when buying products. Enhancing marketing strategies to positively impact the
behaviour of men in society is crucial (Chukwu et al., 2021). Men may be influenced
by their self-awareness when deciding to purchase essential products. This method
enhances men's interest in buying cosmetic products (Ngah et al., 2021).

Concepts and the Linkage Among Research Concepts

Self-Concept
The perception of a product plays a crucial role in shaping consumers' interest in its
benefits (Roe et al., 2017). Consumers frequently make purchases based on their belief
that the product or service is a form of self-expression (Lam et al., 2014). More
precisely, when engaging in shopping, the extent to which buyers consider their
shopping habits as a significant aspect of their self-image is referred to as self-concept.
Consumers believe they have made advancements through shopping (Sirgy et al.,
2016). For example, in a study by Giovannini et al. (2015), they emphasise the
importance of luxury fashion consumers in reflecting their value in the US luxury goods
market. In a study conducted by Sirgy et al. (2016), the researchers showed how self-
expression through shopping can influence life satisfaction and contribute to overall
fulfilment. In a study by Kumar et al. (2020), they explored how an individual's self-
concept is shaped by two main components: "self-image" and "self-consciousness".
This study will explore the concept of "self-image" and "self-consciousness" as
characteristics of individual consumer values.

Self-Image-Sima
In a study conducted by Kumar et al. (2020), it is suggested that individuals' "self-
image" is a representation of how they assess and characterise themselves, often
indicating their level of confidence and self-worth. As per Kumar et al. (2020), the
concept of "self-image" reflects the individual's sense of personal worth. An
individual's "personal worth" is what holds significance for them in life. One's worth is
demonstrated not just through major life objectives but also through everyday routines.
It is believed that values play a crucial role in shaping an individual's belief system and
influencing their perception of the world. They also form the foundation for developing
attitudes and behaviours (Bagozzi et al., 2003).
According to VAB, the connection between "self-image" and attitude and behaviour
can be determined (Bagozzi et al., 2003; Homer et al., 1988; Kumar et al., 2020).
Moreover, numerous other empirical studies support the credibility of this relationship,
including: Based on psychological research, there is a strong and positive correlation
between the use of male beauty products by homosexuals and their focus on self-image
(Elsner, 2012). Thus, individuals who prioritise their appearance will motivate
themselves to dress meticulously. Dressing well and using appropriate beauty care
products not only boosts a person's confidence but also improves their overall
appearance, according to Leng (2016). Following that, a study by Khan et al. (2017)
72 International J. of Opers. and Quant. Management

also showed how "self-image" can influence male customers' attitudes towards
purchasing hair care products. In a study by Kumar et al. (2020), it was discovered that
the concept of "self-image" had a positive impact on men's inclination to buy hair care
products, ultimately influencing their purchasing decisions.
Using the justifications stated above, the following hypotheses can be established:
H1: Men's self-image has a positive impact on their attitudes toward purchasing beauty
products.
H2: Men's self-image has a positive impact on their intended buying behaviour toward
beauty products.

2.3.3 Self-Consciousness-Scon
Self-consciousness refers to the extent to which individuals are aware of their own
identity and their interactions with others. Being self-conscious is a crucial aspect of
self-concept and has been thoroughly studied for its impact on purchasing decisions
(Peters et al., 2011). Just like the previous point, we can examine the connection
between "self-consciousness," attitude, and behaviour through various studies (Bagozzi
et al., 2003; Homer et al., 1988; Kumar et al., 2020). As per VAB, "Self-consciousness"
can greatly impact consumer decision-making and purchasing behaviour (Giovannini
et al., 2015).
In addition, according to Lam et al. (2014), the level of "self-consciousness" in
fashion consumers can have a significant impact on their attitude towards the product
and their intention to purchase men's fashion products. A study conducted by Zhang et
al. (2013) emphasised the significance of brand awareness in influencing Chinese
consumers' perceptions of buying high-end fashion items. In a study conducted by
Kumar et al. (2020), it was discovered that "self-consciousness and self-image" had a
positive impact on the attitude and behaviour of men purchasing care products. Using
the justifications stated above, the following hypotheses can be established:
H3: Men's self-consciousness has a positive effect on their attitudes toward purchasing
beauty products.
H4: Men's self-consciousness has a positive effect on their purchase intention towards
beauty products.

Product Attitude-Patt and Purchase Intention-Pint

Customer satisfaction is influenced by how well a product or service meets their
expectations and fulfils their needs, which in turn affects their perceived status.
Consumers' feelings are often influenced by their emotions, leading to a preference or
aversion towards a particular product (Zeithaml et al., 2000). Attitudes play a crucial
role in consumer behaviour research as they influence individuals' emotions, thoughts,
and decision-making (Das, 2014).
As per TRA and TPB, customers' attitudes towards products significantly influence
their actual behaviour, as reflected in their behavioural intentions (Ajzen, 1991;
Fishbein et al., 1975). According to a study conducted by Das (2014), the perception of
retailers greatly influences consumers' intention to make a purchase. Furthermore, a
study by Zhang et al. (2013) indicates that the purchasing intention of Chinese
consumers towards high-end fashion items is positively influenced by their attitude. In
Tran, Vu, Do, Phan & Tran 73

addition, the study by Lee et al. (2019) showed that having a practical attitude can
greatly impact one's intention in a positive way. Furthermore, a correlation was
discovered between men's opinions on buying hair care items and a notable rise in their
intention to make purchases of such products (Kumar et al., 2020). Using the
justifications stated above, the following hypotheses can be established:
H5: Men's attitude towards buying cosmetics has a positive impact on their purchase intention.

Conceptual Models
From the above hypotheses have been established, the author proposes the
following Conceptual model:

Figure 1: Proposed Conceptual Model.

Methodology

Research Process
The study design involved two phases: a pilot study and the main survey. (1) One
pilot study involves qualitative research, and (2) quantitative research. The qualitative
part involves a focus group with two groups of experts: group 1 comprises four
experienced cosmetic sales staff, and group 2 consists of four men who are already
using beauty products. The objective of this study is to examine how consumers and
sellers perceive things and modify the scale to fit the research context.
Secondly, a preliminary quantitative study was carried out through questionnaire
interviews with 140 male participants residing in four major cities in Vietnam,
including Can Tho, Da Nang, Ho Chi Minh City, and Hanoi. The goal of this project is
to enhance the scales. We utilised Cronbach's Alpha reliability analysis and exploratory
factor analysis (EFA) to initially assess the scales. A sample of 500 individuals was
collected in 4 major cities in Vietnam, as chosen in the pilot study. The focus was on
males aged 18-50. The data collection tool consists of a series of questions that are sent
out online through Zalo and Email. The main survey aims to reassess the scale's
reliability through confirmatory factor analysis using the saturated model and to
examine the theoretical model through SEM analysis.

Measurements
The scales for three research concepts are derived from the study conducted by
74 International J. of Opers. and Quant. Management

Wijaya et al. (2021). All four latent variables are primary scales, outlined as follows:
The scale for self-image (Sima) consists of six items, while the self-consciousness
(Scon) scale comprises four items. The scale measuring attitude towards the product
consists of four items, while the scale for purchase intention also comprises four items.
Representative items include: “I want to try different beauty products to create a good
image” (Sima); “I worry about what other people think of me” (Scon); “Buying beauty
products is very useful” (Patt); “I will buy beauty products in the future” (Pint). All
observations were measured using a 5-point Likert scale (5 = strongly agree, 4 = agree,
3 = somewhat agree or disagree 2 = disagree, 1 = strongly disagree). The indicators
were initially written in English and later translated into Vietnamese by a proficient
interpreter in both languages. This procedure was conducted because not all of the
interviewees were proficient in English.

Results and Discussion

Qualitative Research Results

Qualitative research findings from group discussions revealed that an item from the
"self-image (Sima)" scale was eliminated due to experts deeming its relevance to the
research context. All the remaining indicators are kept, with just a few minor
modifications to align with the research context. Seventeen items were added to the
survey after conducting the focus group to assess the initial reliability of the scale and
perform exploratory factor analysis.

Quantitative Research Results

Preliminary Cronbach's Alpha
Initial analysis findings indicate that the Cronbach's Alpha coefficient of the three
latent variables (Scon, Patt, Pint) all align with the established standard (0.6-0.95), and
the Item-total correlation of all indicators is positive (> 0.3). Sima removed an item
because its correlation with the total score was less than 0.3 (Nunnally et al., 1994).
Following a re-evaluation using four items, the Cronbach's Alpha coefficient and Item-
Total correlation are deemed satisfactory (see Table 1).
Table 1: Cronbach’s Alpha Analysis.
No Latent Variable Cronbach's Alpha Coefficient Number f Items
1 Sima 0.802 4
2 Scon 0.788 4
3 Patt 0.852 4
4 Pint 0.836 4
Source: Analysis from SPSS 20

Preliminary EFA Analysis

Analysis of EFA for four latent variables (with 16 items). The analysis indicates that
the KMO value is 0.924, which is greater than 0.5, and Bartlett's test of Sphericity has
a significance value of 0.000. This confirms the suitability of using exploratory factor
analysis (EFA) in this study. When the eigenvalue is 1.089, the total variance extracted
(TVE) is 66.00% with four components (see Table 2).
Tran, Vu, Do, Phan & Tran 75

Table 2: EFA Analysis (Rotated Component Matrix).

Component
1 2 3 4
Sima1 .706
Sima2 .800
Sima3 .789
Sima4 .716
Scon1 .734
Scon2 .711
Scon3 .737
Scon4 .752
Patt1 .670
Patt2 .700
Patt3 .747
Patt4 .810
Pint1 .768
Pint2 .726
Pint3 .759
Pint4 .737
Source: Analysis from SPSS 20

Measurement Validation
The primary quantitative analysis involved sending out 500 questionnaires for the
survey, with 381 valid responses received, resulting in a 76.2% response rate. During
the analysis, the CFA was utilised to assess the saturated model (Figure 2), showing a
strong alignment with the data: χ2[98] =135,933 (p=.007), Cmin/df=1,387 <3
(Carmines et al., 1981), GFI = 0.966, CFI = 0.989, TLI = 0.986, and RMSEA = 0.026
(Figure 2). The factor loading weights of all indicators are >0.5 and statistically
significant (Table 3) (Gerbing et al., 1988). The correlation coefficients between
constructs are all different from 1 and are statistically significant too. So, they satisfy
the construct discriminant value (all AVE>MSV) (see Table 4), the composite reliability
(CR) satisfies the condition is accepted (all CR>0.5), and AVE (average variance
extracted) also satisfies the accepted condition (all AVE>0.5) (Nguyen et al., 2011).

Figure 2: The Saturated CFA Model.

Source: Analysis from Amos 24.
76 International J. of Opers. and Quant. Management

Table 3: Standardized CFA Loading.

Unstandardized Estimate Standardized Estimate S.E. C.R. p
Self-image (Sima)
Sima4 <--- Sima .729 1.084 .078 13.869 ***
Sima3 <--- Sima .771 1.152 .079 14.514 ***
Sima2 <--- Sima .805 1.138 .076 14.974 ***
Sima1 <--- Sima .681 1.000
Self-consciousness (Scon)
Scon1 <--- Scon 1.000
Scon2 <--- Scon .964 .067 14.489 12.850 ***
Scon3 <--- Scon .893 .069 12.890 13.195 ***
Scon4 <--- Scon .929 .067 13.797 12.668 ***
Product attitude (Patt)
Pint4 <--- Pint .778 1.000
Pint3 <--- Pint .751 .976 .058 16.736 ***
Pint2 <--- Pint .769 1.056 .061 17.180 ***
Pint1 <--- Pint .811 1.061 .058 18.180 ***
Purchase Intention (Pint)
Patt1 <--- Patt .690 1.000
Patt2 <--- Patt .675 .990 .078 12.765 ***
Patt3 <--- Patt .712 1.050 .079 13.327 ***
Patt4 <--- Patt .775 1.114 .078 14.193 ***
Source: Analysis from Amos 24
Table 4: Model Validity Measures.
CR AVE MSV MaxR(H) Sima Scon Pint Patt
Sima 0.835 0.560 0.466 0.842 0.748
Scon 0.801 0.502 0.425 0.804 0.566*** 0.709
Pint 0.860 0.605 0.466 0.861 0.683*** 0.652*** 0.778
Patt 0.806 0.510 0.408 0.810 0.570*** 0.611*** 0.639*** 0.714
Source: Analysis from Amos 24

SEM Analysis Results

SEM analysis was utilised to examine the theoretical model and research hypotheses
(see Table 5). The results from the Standardised SEM indicate that all five hypotheses are
statistically significant. This indicates that men's perspectives on beauty products are
influenced by the connection between personal values and their planned purchase actions.
In recent years, Vietnam's economy has shown remarkable growth and stability on a
global scale. Alongside the rapid expansion of the economy, material well-being is also
on the rise. Thus, spiritual life also ensues. With the increasing use of beauty products by
men, these products have become a subject of interest in the research on male consumer
behaviour. Several studies have been conducted globally to investigate male consumer
behaviour for beauty products, but there is a scarcity of such research (Wijaya et al.,
2021). In Vietnam, this subject is quite uncommon. This article aims to investigate how
personal values impact male consumers' decision to buy beauty products. The study
measured personal value using "self-image" and self-consciousness. The results from the
SEM analysis presented in Table 5 indicate a clear positive and significant impact on the
attitude and purchasing intention of male consumers towards cosmetics. This study's
Tran, Vu, Do, Phan & Tran 77

findings align with the research conducted by Kumar et al. (2020) and Leng (2016). In
addition, it aligns with prior studies that demonstrate how "self-consciousness" can
positively impact consumers' attitudes and purchase intentions (Giovannini et al., 2015;
Lam et al., 2014; Shephard et al., 2016; Zhang et al., 2013).
This finding demonstrates that men's perspective on purchasing beauty products
influences their intention to buy. This finding aligns with past research indicating that
consumers' purchase intentions are shaped by their attitudes towards the product (Bagozzi
et al., 2003; Lee et al., 2019; Zhang et al., 2013). The study's results indicate that male
consumers who perceive beauty products as beneficial tend to have a positive attitude
towards purchasing the product, ultimately leading to an increase in their intention to buy.
Table 5: Structural Path Analysis (Standardized).
Hypotheses Structural Path Standardized Estimate S.E. C.R. P
H1 Patt <--- Sima .330 .062 5.138 ***
H2 Pint <--- Sima .379 .065 6.357 ***
H3 Patt <--- Scon .424 .054 6.302 ***
H4 Pint <--- Scon .286 .055 4.619 ***
H5 Pint <--- Patt .248 .069 4.025 ***
Source: Analysis from Amos 24

Discussion
The results of this study were assessed and compared within the framework of
previous research findings. Past research findings further validated the results of the
present study. In a study conducted by Ho et al. (2020), it was emphasised that cosmetic
companies tend to concentrate on developing products for women. In general, women
tend to prioritise their appearance more than men, and vice versa. Men can strategically
change their behaviour through their purchasing knowledge. As per Khan et al. (2021),
working with marketers can help increase the desire to purchase cosmetic products.
According to a recent study by Wijaya et al. (2021), well-crafted marketing strategies
can significantly increase the sales of decorative items targeted towards men due to
their appeal. Hence, marketers need to develop marketing strategies that influence
men's perceptions of products and their self-awareness. Men in society are also
conscious of the importance of improving their appearance and physical features.
In a study conducted by Ali et al. (2023), it was emphasised that individuals tend to
develop positive connections with companies and make purchases from them when they
appreciate beauty. It is crucial for brand managers to tailor products to ensure they appeal
to men and drive their purchasing decisions (Tewary et al., 2021). Men in society may be
swayed by their desire to buy items, which is contingent on the marketing approach. As per
Wijaya et al. (2021), the purchasing decisions of men can be strategically influenced by
promoting beauty products and raising awareness of men's grooming. Men's self-perception
and self-image have a positive impact on product development. In the words of Sanny et al.
(2020), males need to be aware of their self-concept before making significant changes to
their behaviour. These individuals can effectively achieve their objectives due to their
connection with aesthetics and entrepreneurship.
As per Tengli et al. (2022), the behaviour of men is shaped by their perspective on
attaining beauty and presenting themselves well, resulting in positive outcomes. In a study
78 International J. of Opers. and Quant. Management

conducted by Tunpornchai et al. (2021), it was found that men's self-perceptions influence
their purchase of beauty products. Companies are creating products for men, and marketing
professionals play a crucial role in influencing the management of these firms. Improving
men's self-image through strategic advancement and behaviour modification could be very
beneficial. Based on the research by Chukwu et al. (2021), the study highlights the impact
of men's self-consciousness on their purchasing decisions of beauty products. Most
individuals in society typically buy cosmetic products while seeking self-awareness. As per
Ngah et al. (2021), males typically prioritise self-consciousness and utilise beauty products
to improve their appearance. It is essential for major brands to develop surveys aimed at
men to gain insights into their work-related needs and circumstances. As per Shimul et al.
(2022), it is strategically crucial for brands to have a thorough understanding of the research,
as it will assist them in developing their brands thoughtfully.
As per Veerasatien et al. (2022), informing males about brands increases their desire
to acquire cosmetic items. However, Ngah et al. (2021) discussed how men are
impacted by the marketing strategies of cosmetic brands when making purchasing
decisions. As per Ferry et al. (2021), enhancing marketing strategies is essential for
influencing men's behaviour to thrive in society. Men may be influenced by their self-
awareness when making purchasing decisions for necessary items (Akram et al., 2023).
Men are more likely to buy cosmetic items with this approach.

Conclusions and Implications

In this study, the Value-Attitude-Behaviour (VAB) model is used as an analytical
framework, another theory that explains intended behaviour that other famous theories have
been used such as TRA, TPB. This study established and tested the relationship model of
personal values, attitudes towards beauty products, and behavioural intentions of men. The
hypotheses in this study were developed and tested for statistical significance at the 95%
level. The findings also demonstrate that males who value their looks and are conscious of
their significance while dealing with others tend to attempt improving to their look by
displaying positive attitudes toward beauty items and driving purchase intention.
Meanwhile, the paper's findings are anticipated to enhance the domestic male beauty
care products industry by offering valuable insights for marketers on the significance
of personal value in influencing men's attitudes towards purchasing beauty products.
The study findings indicate that the concept of "personal value" (in terms of self-image
and self-consciousness) significantly influences the decision to purchase men's beauty
products through attitude. When promoting men's beauty products, it is essential for
marketers to highlight the products' benefits and the reasons behind men's decision to
purchase skincare products.

Limitations of the Study

The research model was tested using a convenient data sample of men living in
major cities of Vietnam. Research results can be more easily generalised when the
survey sample is selected as a probability sample. Moreover, the survey's reach can be
extended to other regions in Vietnam, such as rural areas, given that Vietnam is
presently a developing nation experiencing significant annual GDP growth. Overall,
there has been a significant improvement in the material well-being of individuals. As
Tran, Vu, Do, Phan & Tran 79

a result, individuals' spiritual well-being has also seen enhancements, challenging the
outdated notion that beauty is exclusively associated with women.

Conflict of Interest Statement

No conflict of interest has been declared by the authors.

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Appendix
“Latent variable Items
I Frequently check my appearance
I want to try different beauty products to create a good image
Sima
I care a lot about my appearance
I'm willing to take the time to get the look I want
I worry about my style doing things
I worry about how I present myself
Scon
I'm worried about making a good mental picture.
I am concerned about what others may think of me.
Buying beauty products is wise
Buying beauty products is sensible
Patt
Buying beauty products is good
Buying beauty products is very useful
I am planning to buy beauty products
I'm looking for information about beauty itemss
Pint
I am going to purchase beauty itemss
In the future, I will purchase beauty items”