Abstract
In contemporary Bangladeshi society, popularity, marriage, and status are weighed on a scale where the vital criterion is a fair complexion. Women are encouraged to use whitening cream in its colour-conscious culture. The present study identifies the factors that influence consumers’ purchase intention towards whitening cream. A structured questionnaire was used to elicit feedback from 275 female respondents using the convenience sampling method. Structural equation modelling and hypotheses tests were conducted to validate the model after verifying the scale items’ reliability and validity. The findings revealed that attitude, involvement, and descriptive norms were significant factors, and injunctive norms, perceived quality, and price fairness were inessential factors in explaining Bangladeshi female consumers’ purchase intention. The framework used in the study can assist in product design. The study makes an important contribution to the literature by explaining why female consumers equate whiteness with beauty. Marketers should not use deceptive advertisements to influence them falsely; they should fulfil their expectations without causing harm or inciting racism.
Highlights
Asians often equate beauty with whiteness, and this concept has been commodified in the marketplace [74]
Students accounted for 62.55% of the sample
A little under half (44.72%) of the participants preferred to purchase their creams from a specialty beauty store
Summary
Asians often equate beauty with whiteness, and this concept has been commodified in the marketplace [74]. White skin is pursued as an ideal for many women in Asian cultures [40]. People consider beauty and light skin to be the core of a satisfying life. Females vainly try to reduce melanin by using skin-lightening products [31]. “Skin lightening, known as skin bleaching and skin whitening, involves the use of topical products that contain corticosteroids, hydroquinone, mercury, and a variety of other agents to attain a lighter skin color”, [71] Despite widespread knowledge that melanin (which produces skin pigmentation) combats the sun’s ultraviolet rays, the use of skin-lightening products has gradually increased
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