Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)

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The Impact of Health Consciousness on Organic Lipstick Market

Authors
Yi Huang1, *, †, Ruoting Meng2, †, Jing Tan3, †
1College of Arts and Sciences, Syracuse University, Syracuse, 13244, USA
2College of Business and Public Management, Wenzhou-Kean University, Wenzhou, 325060, China
3College of Business, Stony Brook University, Stony Brook, 11790, USA
†

These authors contributed equally.

*Corresponding author. Email: mengr@kean.edu
Corresponding Author
Yi Huang
Available Online 29 April 2022.
DOI
10.2991/aebmr.k.220405.027How to use a DOI?
Keywords
Organic Lipsticks; Health Consciousness; Price; Product; Promotion
Abstract

Consumers’ concerns for their health have developed dramatically over the last few years due to the global pandemic. The previous publication showed their increasing interest in natural products. This article’s chief purpose was to examine the marketing mix elements of organic lipstick in America on purchase intention, also investigated the moderating role of health consciousness. Testing marketing mix elements and the significance of consumers’ health consciousness was essential to optimize the American organic lipstick market. The study was quantitative and made a sample from all American social media netizens through Facebook and Twitter. A total of 102 questionnaires were collected. Multiple regressions were carried out to explore the hypothetical relationships. However, it was found that though the marketing mix elements of organic lipstick (product, price, promotion) positively impact consumers’ purchase intention, health consciousness is a weak moderator. The result was based on a small size of primary data and simply considers age and gender as the sample’s demographic characteristics. Future research can remeasure relationships identified in this paper based on expanding the sample size and fully considering the characteristics of the sample.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 April 2022
ISBN
10.2991/aebmr.k.220405.027
ISSN
2352-5428
DOI
10.2991/aebmr.k.220405.027How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Yi Huang
AU  - Ruoting Meng
AU  - Jing Tan
PY  - 2022
DA  - 2022/04/29
TI  - The Impact of Health Consciousness on Organic Lipstick Market
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 157
EP  - 164
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.027
DO  - 10.2991/aebmr.k.220405.027
ID  - Huang2022
ER  -