The Investigation of Adverse Effect from Using Cosmetics and Factors Affecting Buying Decisions and Willingness to Pay for Higher Price of Cosmetics in Thailand
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Abstract
At present, the competition in the cosmetics industry in Thailand is steadily intensifying as there is an ever-increasing demand for cosmetic products. The cosmetic companies and industries need to ensure safety and either eliminate or mitigate the after-effects of their products. The adverse reactions associated with the use of cosmetics have been critically considered as one of the crucial constituents of the cosmetics industry. The objectives of the study are to investigate the adverse effect from using cosmetics and factors affecting buying decisions and willingness to pay for higher price of cosmetics in Thailand. The cross-sectional study was conducted among women who suffered from the cosmetics-related after-effects. Based on the sample of 400 women who experienced adverse reactions from using cosmetics and skincare products, the results indicated that there were two factors playing crucial roles in the consumers’ decision to purchase cosmetics, these were: well-known brands and laboratory-tested products. These findings indicated that the respondents who had encountered the after-effects from using cosmetics concerned themselves about facing the adverse effects again in the future and the cosmetics that were laboratory-tested could improve the confidence of consumers: hence, they increased cosmetics consumption in turn. Moreover, the study revealed that respondents aged between 18-25 years old placed less importance on laboratory testing and had higher willingness to pay higher price for trusted brands than other age groups. In addition, the respondents with higher income tended to pay more attention to laboratory testing and were more willing to pay higher price for cosmetics and skincare products certified by the laboratory compared to the respondents with lower income. The results of this study can help the entrepreneurs in the cosmetic industry to 1) understand various factors affecting the buying decision and the willingness to pay higher price for cosmetic of consumers and 2) determine the target group to market the cosmetic products certified by laboratory tests.
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