Impact of Susceptibility to Global Consumer Culture on Commitment and Loyalty in Botanic Cosmetic Brands

Given that the market is becoming more competitive, it imperative to understand what influences purchasing decisions of global consumers as consumer trends change regarding botanic cosmetics for anti-aging, maintaining appearance and skin health. This study considers examines susceptibility culture (SGCC) (conformity trend, social prestige, quality perception) its effect on affective commitment, which in turn behavioral commitment loyalty context cosmetic industry. In addition examining structural relationships among variables, we test whether purchase experience moderates proposed relationships. The results are follows. First, conformity has a significant emotional but not positively associated with commitment. Second, prestige no direct either or Third, perception impact positive Fourth, both affect brand loyalty, particular loyalty. Finally, through analysis moderating experience, first, was confirmed less stronger consumption trend (CCT)