Assessing customers' perceived value of the anti-haze cosmetics under haze pollution

Air pollution caused by haze may damage residents' skin, which affects their willingness to buy anti-haze cosmetics. Thus, this paper pays attention to residents' willingness to buy anti-haze cosmetics through customer perceived value theory. In this study, it is assumed that all consumers are rational economic people and that anti-haze cosmetics on the market can effectively cleanse, isolate and repair haze damage. Based on customer perceived value theory and the characteristic of anti-haze cosmetics, four main drivers and had been selected out, that is, monetary value, social value, brand value and perceived haze awareness. Then, based on 314 valid questionnaires, the structural equation analysis method had been used to analyze the impact of the four dimensions of customer perceived value theory on perceived value and consumers' purchase intention of anti-haze cosmetics. The empirical results showed that monetary value, social value, and perceived haze awareness had positive impact on perceived value and purchase intention of anti-haze cosmetics, while brand value only affects perceived value. Perceived value was a partial mediator between the relations of monetary value, social value, perceived haze awareness and purchase intention, while played a completely mediating role between brand value and purchase intention. Then, we also found that price sensitivity played a significant down-modulatory role in perceived value and purchase intention. Furthermore, the perceived haze awareness is the term that we first proposed in this realm, which extends and optimizes Customer Perceived Value. Finally, according to the survey results, consumers would be willing to pay an additional 56.1 yuan per month for the anti-haze effect of cosmetics.