The influence of psychological, social, and marketing factors on purchase intention of skincare products by Algerian Men Case: Laboratoires Venu

Abstract

In today’s increasingly competitive personal care market, understanding consumer behavior has become essential for brands seeking to develop effective positioning strategies and build long-term relationships with customers. While the men’s skincare industry is expanding worldwide, the purchase of skincare products by men remains influenced by psychological, cultural, and social factors, particularly in more traditional markets such as Algeria. As consumer identities evolve and digital media reshape perceptions of masculinity and self-care, it becomes necessary to examine the determinants that drive Algerian men’s intentions to purchase skincare products. This study investigated the impact of self-image, masculinity, and influencers endorsement on Algerian men’s purchase intention toward skincare products, with a focus on the mediating roles of attitude and subjective norms within an extended Theory of Reasoned Action framework. The study adopted a quantitative research approach through an online survey administered to a sample of Algerian male respondents. Data were analyzed using IBM SPSS Statistics for descriptive analysis and SmartPLS4 for structural equation modeling and hypothesis testing. The findings revealed that self-image has a positive significant effect on attitude, masculinity has a significant positive effect on subjective norms and a significant negative effect on purchase intention, while influencers endorsement has a strong positive effect on purchase intention. However, attitude, subjective norms, and the proposed indirect effects were not statistically significant. These results suggest that Algerian men’s skincare purchase intention is shaped more by identity-related barriers and digital influence than by traditional attitudinal or social norm mechanisms, providing valuable insights for marketers targeting this emerging segment.