Abstract
The attitude and behavioural intention of men towards purchase and consumption of fairness cream have been investigated. We carried out an empirical study with a structured questionnaire. Results showed that attitude towards fairness cream and perceived behavioural control significantly influenced behavioural intention towards fairness cream. Subjective norm was not significant in influencing behavioural intention. Further, subjective knowledge of men significantly influence attitude, and attitude was mediating the effect of subjective knowledge to behavioural intention.
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