Consumer Behavior

Examining Customer’s Perception of Purchasing Accessible/Adaptive Beauty Products Online

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Abstract

Inclusive design, designs that consider all human diversity as it relates to ability, culture, gender, age, and other forms of human difference (Inclusive Design Research Center, n.d.), has experienced an increase in popularity in the apparel industry (Kabel et al., 2016); however, the beauty industry has been slow to adjust. This study assessed the relationship between broad beauty concepts and body appreciation from the perspective of Objectification Theory, focusing on people with disability (PWD). An exploratory quantitative study was conducted, and 176 participants were used in the SEM data analysis. This study found that body appreciation had no significant positive effect on perceived social risk. This finding suggests that regardless of how PWD beauty customers see their disability, their perception is not influenced. In addition, the findings of this study revealed that customers of accessible/adaptive beauty products are concerned about the product's performance, which will affect their online purchase intention.

Keywords: Beauty, accessible/adaptive, perception, expectancy, objectification

How to Cite:

Kopot, C. & McBee-Black, K., (2024) “Examining Customer’s Perception of Purchasing Accessible/Adaptive Beauty Products Online”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17515