Determinants of the Intention to Use Refills in the Cosmetic Industry

The aim of the paper is to identify factors determining the intention to use refill cartridges in the cosmetics industry. As part of the work, two research questions and twelve corresponding hypotheses were formulated. Achieving the assumed goal was possible thanks to literature research and empirical research based on survey results from a sample of 226 respondents from different countries. The analysis of the collected data was carried out using the structural equation modelling method (PLS-SEM), thanks to which the scales measuring individual constructs (factors) were validated and a model was generated, based on which the constructs that had the greatest impact on the intentions to use refill technology were determined. The study showed that the factors that have the strongest impact on intentions to use refills are the expected ease of use and expected economic usefulness. Expected environmental utility turned out to be a non-significant predictor. Factors influencing actual consumer behaviour were also examined, including usage intentions and promotion. The study also analysed the mediating role of usage intention, which was confirmed in relation to the relationship of the constructs, including expected economic utility, the expected ease of use, and social pressure relating to actual behaviours, but was not confirmed in the relationship of the construct expected environmental utility with actual behaviours. The moderating role of the dichotomous variable background, dividing the respondents into the group of Poles and foreigners, was also examined. The obtained results showed that the moderation effect was confirmed only for the relationship between expected economic utility and intentions to use refills.