Health and Safety Information, Behavioral Change, and Consumer Preferences in Post-Pandemic Cosmetic Service Systems

The study investigates shifts in consumer behavior among Omani female shoppers, focusing on examining the impact of influence by health and safety concerns, sensory information, and perceived quality on product preferences, considering behavioral change as a mediator.To analyze cause-and-effect relationships, the study deployed quantitative data for hypothesis testing using Partial Least Squares Structural Equation Modeling (PLS-SEM).We used purposive sampling; data from 237 samples were collected from a sample of Omani female consumers.PLS-SEM uses Smart PLS to test hypotheses with data from Omani female consumers.The results indicated that health and safety, sensory input, and perceived quality significantly influence preferences, and behavioral change mediates these relationships.The outcomes of the study confirm theoretical discourse on consumer behavior by integrating health psychology, sensory information, and perceived quality into a behavioral change framework.Brands must prioritize transparency to build trust and preference.