Adoption of Online Subscription Beauty Boxes: A Behavioural Reasoning Theory (BRT) Perspective

This article examines the contextual ‘reasons for' and ‘reasons against' the adoption of beauty box subscription-based online services (BxSOS) in a developing country like India using the behavioral reasoning theory (BRT). This study surveys the female consumers in India to understand the adoption of BxSOS using the unique model of behavioral reasoning theory (BRT). After data collection, the analysis was done using the PLS-SEM technique. The ‘reasons for' BxSOS adoption are convenience, ubiquitous, hedonic shopping motivation, social influence and price consciousness and the ‘reasons against' are traditional barrier, relative advantage, choice/variety and perceived risk. It is also found that value of “openness to change” significantly influences the ‘reasons for' adoption and attitude towards BxSOS whereas it has no impact on the ‘reasons against' adoption of BxSOS. This cross-sectional study was conducted with target respondents as female consumers in the Indian context and future research can be conducted in other countries with different cultures and both the genders to generalize the results.