Beauty and femininity are the main selling points of the cosmetic industry centering on women. However, due to the Covid 19 pandemic, the demand for man cosmetic products significantly increases. Thus, this study intends to identify the behaviors of male consumers towards the interest in buying skincare products. To address the issue, the present study deployed a quantitative method embracing SEM using LISREL application. Through this framework, the study which involved 381 Kahf's Instagram followers as the sample analyzed the consumer’s behaviors under which eleven hypotheses were broken down and examined. The results showed that perceived value, brand image, religious belief, halal certification, trust, and attitude affect men's purchasing behaviors. In contrast to these seven factors, the religious belief aspect has the lower effect on the consumer’s halal awareness. Of these three mediator variables, attitude is found to be the main driving factor. The findings signify that brand image, religious belief, trust and halal awareness built in consumers are reflected in their attitude. Further research is expected to analyze the role of women, the main target of the skincare market, towards the men’s preference in purchasing skincare products.

Aisyah Khoerunnisa Nurjamin

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Do Males Share the Same Criteria as Females in Determining their Skincare Needs? A study of Consumers’ Behavior