Consumer Behavior

Is It All About Me or the Community? Comparing Self- and Other-Oriented Motives for Locally-Produced Skincare Among Heavy vs. Light Consumers

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Abstract

This study investigates how self- and other-oriented motivations shape consumers’ purchase decisions for locally-produced skincare products, comparing heavy and light consumer segments through the Social Value Orientation (SVO) framework. Specifically, the study examines the effects of self-oriented motivations (health-consciousness, social benefits, financial prudence) and other-oriented motivations (environmental, social, and ethical responsibility) on willingness to pay a premium (WPP), word of mouth (WOM), and purchase intention (PI). For both groups, health-consciousness emerged as a robust driver of WPP and PI, while social responsibility consistently enhanced positive WOM and ethical responsibility positively influenced PI. Interestingly, environmental responsibility showed no significant effects for either group. Among heavy consumers, health-consciousness additionally influenced positive WOM. Among light consumers, financial prudence negatively affected WPP. These findings advance understanding of motivation-based consumer segmentation and offer strategic insights for local skincare producers in targeting heavy versus light consumers.

Keywords: Local consumer segmentation, Locally-produced skincare, Social values orientation

How to Cite:

Kim, I., Childs, M. L., Lim, H. & Sneed, C., (2025) “Is It All About Me or the Community? Comparing Self- and Other-Oriented Motives for Locally-Produced Skincare Among Heavy vs. Light Consumers”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.22020