The Effects of Hair Loss Stress on Appearance Orientation and Scalp Care Product Purchasing Behavior Among Male Office Workers

This study examined the impact of hair loss stress on appearance interest and scalp care product purchasing behavior among 201 male office workers in Seoul and Gyeonggi Province. The research identified three types of hair loss stress: interpersonal relationship, appearance-related, and mental stress. Findings revealed a significant positive correlation between hair loss stress and both appearance interest and product consumption. Specifically, appearance-related stress strongly increased appearance management and product consumption, while mental stress positively influenced others' perception but negatively affected actual appearance management and consumption behavior. These insights can inform marketing strategies in the male scalp care market.