Examining the Mediating Role of Egyptian Women’s Attitude in the Relationship between Pink Marketing Strategies and their Buying Behavior: A Field Study on Personal Care Products

Document Type : Original Article

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Faculty of Management Sciences, October University for Modern Sciences and Arts (MSA), 6th of October, Egypt.

10.21608/ajccr.2025.310054.1123

Abstract

Pink marketing is one of the new terminologies that emerged in the 21st century. However, past studies and the exploratory research showed that the concept of pink marketing is still narrowly applied in Egypt, which makes women's attitudes and buying behavior toward pink products unclear. Accordingly, this research contributes to the literature by examining how pink marketing strategies can affect Egyptian women's buying behavior of pink products. A field study was conducted on women consumers of personal care products using a non-probability convenience sample, and the collected data were analyzed using structural equation modeling by SPSSv26 and R Studio. The analysis proved a partial mediation of women’s attitude in the relationship between pink marketing strategies and their buying behavior, and a partial moderation of women’s demographic characteristics on the relationship between their attitude and buying behavior.

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