IMPACT OF CONSUMER PSYCHOLOGICAL TRAITS ON PURCHASING INTENTION IN THE LEBANESE AESTHETICS CLINICS: THE MEDIATING EFFECT OF BRAND ATTITUDES

Abstract

This research explores the impact of consumer psychological traits, including value consciousness, susceptibility to normative influence, and consumer need for uniqueness, on purchasing intention in the Lebanese aesthetics sector. The research also examines the mediating effect of brand attitudes on the relationship between consumer psychological traits and purchasing intention.The research methodology involved a survey of 350 respondents from Lebanese aesthetics clinics. Structural equation modelling (SEM) was used to analyze the data and test the hypotheses.The findings reveal that consumer psychological traits significantly impact purchasing intention, with value consciousness, consumer needs for uniqueness positively, and susceptibility to normative influence positively affecting it. The research also found that brand attitudes partially mediate the relationship between consumer psychological traits and purchasing intention.This research contributes to the literature by shedding light on the importance of consumer psychological traits in the Lebanese aesthetics sector and the role of brand attitudes in mediating their impact on purchasing intention. The findings provide valuable insights for aesthetics clinics in Lebanon and other similar contexts, allowing them to develop effective marketing strategies that consider consumer psychological traits and brand attitudes.