ABSTRACT
This research aimed to study the consumers’ attitudes and behaviors in purchasing and using sunscreen cosmetics. One hundred and seventy nine Thai consumers aged over 15 years old at Pattaya beach, Chonburi Province were randomly interviewed by questionnaire. It was found that 90.5% were women, aged 20-39 years old (83.8%), educated bachelor degree (64.8%) and earned average monthly income 17,013.34 Baht. Most of the consumers daily applied sunscreen cosmetics (75.4%) and mainly purchased from supermarkets, cosmetic stores or mini marts (78.2%). The brand royalty consumers were only 25.1% whereas 71.5% of them always alternated the brand. The consumers’ demography was not significantly affected on purchasing and using behavior except occupation (F-test = 2.43, p=0.037). Purchasing and using attitudes significantly correlated with behaviors. This informative study is available for those who are dealing with public relation and education relevant to cosmetics providing the appropriated information on sunscreen cosmetics selection prevents misuse accordingly.