Employing structural equation modeling and an extended theory of planned behaviour (TPB)
incorporating the additional influence of price perception as a conceptual framework, this
paper explored the determinants of sunscreen purchase intention for young Moroccan adults.
Consistent with the TPB, results confirmed the importance of subjective norms, attitude and
perceived control in shaping sunscreen purchase intention. However, contrary to assumptions
price was not found to be a significant factor in sunscreen purchase intention. Results of this
study support the application of the TPB in the sunscreen purchase context and highlight the
importance of using its constructs over price in the development of effective marketing
campaigns.