Deterministic Modeling for Evaluating Consumers’ Purchasing Intentions Towards Cosmetic Brands in Bangladesh: Evidence from SEM Approach

Background of the study: The Bangladeshi cosmetics market has witnessed significant growth in recent years, driven by changing consumer lifestyles, increased disposable incomes, and rising awareness of personal grooming. The study investigates the impact of content cues which influence on purchasing intention towards cosmetic brands in Bangladesh. Purpose: The basic purpose of this study was to evaluate the factors influencing consumers’ purchasing intentions for cosmetic brands in Bangladesh. Specifically, the study explored the roles of various cosmetic-related attributes and their impact on purchasing intentions within the context of Bangladesh’s cosmetic industry. Research methods: A quantitative research approach was adopted, and data were collected through a structured survey targeting Bangladeshi consumers who frequently engage with cosmetic products. All the valid responses were analyzed using SmartPLS 4.0 to perform structural equation modeling. Research findings: The findings revealed that trust in cosmetic brands and competitive pricing significantly influence consumers’ purchasing intentions, highlighting the importance of fostering trust and affordability. However, certain constructs, such as ethnocentric tendencies and concerns about ingredient safety, showed limited impact on consumers’ decisions. Conclusion: This study contributes to the existing literature by offering empirical insights into the Bangladeshi context, particularly within the rapidly growing cosmetics market. The findings provide actionable recommendations for cosmetic brands aiming to strengthen their market position through trust-building initiatives, competitive pricing strategies, and educational campaigns to enhance consumer awareness. These insights are particularly relevant for marketing practitioners seeking to understand and respond to the unique dynamics of the Bangladeshi cosmetics industry.