Beyond the Bottle: Mapping Consumer Drivers of Hair Shampoo Usage in Western Province; Sri Lanka.

Hair shampoo is a key component of consumers' daily personal care routines, therefore it's critical to understand the elements that drive product selection and usage habits. This study looks at the factors that influence female customers' use of hair shampoo in Sri Lanka's Western Province, which is both demographically and economically significant. Based on Ajzen's Theory of Planned Behavior, the study employs a comprehensive framework that examines six critical dimensions, psychological, social, economic, marketing, environmental, and product quality factors as influencing usage behavior, with purchase intention serving as a mediating variable. The study used a quantitative research approach, from an initial sample of 160 female respondents and subjected to rigorous statistical analysis. Psychological factors emerged as particularly influential, with both a direct significant relationship with usage behavior and an additional positive indirect effect mediated through purchase intention, implying that internal cognitive and emotional processes play a dual role in shaping consumer decisions. Environmental considerations, particularly sustainable practices, have a significant impact on consumption behavior, functioning only through the mediating mechanism of purchase intention. This research highlights Sri Lankan female customers increased environmental consciousness and desire for eco-friendly goods while choosing hair care solutions. In contrast, social, economic, marketing, and product quality characteristics had a substantial impact on usage behavior only through indirect routes mediated by purchase intention, with no direct associations found. The study provides numerous significant contributions across several fields. Policymakers acquire a better knowledge of consumer behavior patterns in the personal care sector, which may help them develop regulatory frameworks and industry recommendations. The study enhances the theoretical understanding of consumer behavior in South Asian emerging markets and adds significant empirical data to the body of knowledge on purchase intention and usage behavior in the personal care industry by applying the Theory of Planned Behavior to the Sri Lankan hair care market.