Study on the Domestic Circulation Affecting Sichuan Consumer Purchase Intention on Female National Beauty Brands

Abstract

This study aims to find out the facts and potential trends about the Sichuan female national beauty brands under the development of the domestic economy. While public interest in sustainability has increased and consumer attitudes are positive, their behavioral intentions are not aligned with philosophies. The three objectives are to study the factors that affect consumers’ purchase intention, to explore elements and countermeasures of national brands of beauty cosmetics involving consumers’ willingness to buy and to suggest the economic value of beauty brands under the sustainable growth of domestic development in Sichuan.