The beauty, health, and wellness industry have been expanding quickly in both developed and developing countries. The market seems to be one of the fastest growing markets. Research on beauty, health, and wellness has received a lot of attention from the practitioners such as authorities and marketers and also researchers. The aim of this paper is to propose a model of purchase decisions model by young adults’ consumers in Malaysia. Some of the variables consist of brand image, electronic words of mouth (eWOM), perceived quality and marketing cues. Also, research hypothesis is developed based on the previous studies have been reviewed. Finally, a conceptual model of the study is proposed and the conclusion is provided.
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Published by Human Resource Management Academic Research Society (www.hrmars.com)
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