Breaking Stereotypes: Unveiling the Growing Purchase Intention for Skincare Products Among Male Consumers in Toledo City Through the Lens of the Theory of Planned Behavior
Keywords:
Skincare, purchase intention, attitudes, subjective norms, perceived behavioral control, gender neutralism, perceived effectiveness, actual purchasing behaviorAbstract
This study investigates the factors that influence the purchase intention for skincare products among male consumers in Toledo City through the lens of the Theory of Planned Behavior. The study used a quantitative – correlational research design through surveys to determine how attitude, subjective norms and perceived behavioral control factors influence men’s decision making when it comes to buying skincare products. The study was conducted in Toledo City, Cebu Philippines with a total of 389 respondents, utilizing a purposive sampling technique to ensure that only individuals who meet the specific criteria, being male, ages 18 and above, residing in Toledo City, and having prior experience in purchasing and using skincare products are included. Findings revealed that Attitude related factors (perceived benefits, perceived effectiveness, brand trust) all had a significant influence on men’s purchase intention with a correlation coefficient of r = 0.434, r = 0.302, r = 0.326 respectively and with each having p < .001. Subjective Norms (peer influence from peers, friends, and social media and Gender Neutralism were also found to be a significant predictor of purchase intention (r = 0.471, r = 0.299) with each having p < .001. In contrast, Perceptions on Masculinity under Subjective Norms had no significant influence on men’s purchase intention for skincare products (r = -0.106, p = .038). Lastly, Perceived Behavioral Control Factors such as self-efficacy, self-consciousness and price affordability significantly influenced men’s purchasing intentions (r = 0.416, r = 0.557, r = 0.303)l. All variables collectively had a significant influence on men’s intention to purchase skincare products, which in turn, significantly influence mens actual purchasing behavior. (r = 0.536, p < .001). Theoretically, this study strengthens the applicability of the Theory of Planned Behavior by demonstrating how attitude-related, subjective norm, and perceived behavioral control factors remains as a strong predictors of male skincare purchase intention, while also highlighting the declining influence of traditional masculinity norms in contemporary consumer behavior. Practically, the findings provide valuable guidance for skincare brands and marketers to focus on product benefits, effectiveness, brand trust, testimonials, affordability, and gender-neutral marketing strategies to effectively increase men’s purchase intention and actual purchasing behavior.
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Copyright (c) 2026 Bryle John Lemos, Kenny Bryle Regalado, Danielene Mahasol, Laravel Gabini, Vanessa Mae Maque, Ezrafeel Poloyapoy, Jumar De Los Santos, Angel Llantero, Stella Marie D. Botanas, DM, LPT, Cirilo A. Adorable, DM, Jessalyn M. Alqueza, PhD, LPT, Renna B. Perater, MBA (Author)
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