Table 1 Constructs and items

Attitude

ATT1

Using fairness cream is a good idea

[51]

ATT2

Using fairness cream is wise

ATT3

I like the idea of using fairness cream

ATT4

To me, fairness creams are pleasurable

Involvement

INV1

I find it important what kind of fairness cream I am purchasing

[56]

INV2

It is relevant to me to purchase fairness cream

INV3

Purchasing fairness cream means a lot to me

INV4

I find it valuable to purchase fairness cream

Injunctive norms

INJ1

Most people who are important to me think that I should use fairness cream regularly

[20]

INJ2

Most people who are important to me expect that I should use fairness cream regularly

INJ3

Most people who are important to me would want me to use fairness cream regularly

Descriptive norms

DN1

It is important to know other people's attitude regarding fairness cream

[54, 55]

DN2

If other peoples purchase fairness cream, then it will be sensible to purchase fairness cream

DN3

Most people like me are using fairness cream regularly

DN4

Most people who are important to me use fairness cream regularly

Perceived quality

PQ1

Fairness cream has a good functional quality

[63, 69]

PQ2

Materials used in fairness cream are effective

PQ3

I am not price sensitive if the product quality is good

PQ4

Quality is my main concern when purchasing fairness cream

PQ5

Fairness cream gives me what I want

Price fairness

PF1

I think price is important when purchasing fairness cream

[39]

PF2

I compare prices of different brands when purchasing fairness cream

PF3

The price of the fairness cream is acceptable

PF4

The price of the fairness cream is fair

PF5

The price of the fairness cream is reasonable

Purchase intention

PI1

I intend to buy fairness cream in the near future

[43, 49]

PI2

I will try to buy fairness cream in the near future

PI3

I will make an effort to buy fairness cream in the near future

PI4

I plan to buy fairness cream regularly

PI5

I expect to buy fairness cream regularly