From Awareness to Adoption: Determinants of Sunscreen Use and Willingness
to Pay among Urban Indian Consumers

Alaya Mohindru

doi:10.46609/IJSSER.2026.v11i06.012

Title: From Awareness to Adoption: Determinants of Sunscreen Use and Willingness to Pay among Urban Indian Consumers
Authors: Alaya Mohindru
Journal: International Journal of Social Science and Economic Research (IJSSER) ISSN: 2455-8834 Volume: 11 Issue: 6 Publication Date: June 2026 DOI: 10.46609/IJSSER.2026.v11i06.012
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Alaya Mohindru Dhirubhai Ambani International School, India
MLA 8 Mohindru, Alaya. "From Awareness to Adoption: Determinants of Sunscreen Use and Willingness to Pay among Urban Indian Consumers." Int. j. of Social Science and Economic Research, vol. 11, no. 6, June 2026, pp. 2635-2654, doi.org/10.46609/IJSSER.2026.v11i06.012. Accessed June 2026. APA 6 Mohindru, A. (2026, June). From Awareness to Adoption: Determinants of Sunscreen Use and Willingness to Pay among Urban Indian Consumers. Int. j. of Social Science and Economic Research, 11(6), 2635-2654. Retrieved from https://doi.org/10.46609/IJSSER.2026.v11i06.012 Chicago Mohindru, Alaya. "From Awareness to Adoption: Determinants of Sunscreen Use and Willingness to Pay among Urban Indian Consumers." Int. j. of Social Science and Economic Research 11, no. 6 (June 2026), 2635-2654. Accessed June, 2026. https://doi.org/10.46609/IJSSER.2026.v11i06.012.
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ABSTRACT: Sun exposure is a major public health concern due to its association with skin cancer, premature skin aging, and other dermatological conditions. Despite increasing awareness of the harmful effects of ultraviolet (UV) radiation, the adoption of sun-protective behaviours remains inconsistent. This study examines consumer awareness, sunscreen usage behaviour, purchase preferences, and willingness to pay among urban Indian consumers. A quantitative crosssectional research design was employed using primary data collected through a structured online questionnaire. A total of 93 valid responses were analysed using descriptive statistics, Spearman’s rank correlation, Mann–Whitney U tests, Kruskal–Wallis tests, and Ordinary Least Squares (OLS) regression. The findings indicate that respondents generally possess high awareness of UV-related risks and the protective benefits of sunscreen. However, a significant awareness–behaviour gap persists, as awareness does not always translate into regular sunscreen use. A positive and statistically significant relationship was observed between awareness and usage frequency. Female respondents reported significantly higher sunscreen usage than males, while age differences were not statistically significant. Brand reputation, SPF level, and skin compatibility emerged as the most influential purchase drivers, whereas price and discounts were comparatively less important in product selection. The willingness-to-pay analysis revealed the presence of a substantial premium consumer segment, with a majority of respondents willing to spend ?600 or more on sunscreen products. Regression results identified price sensitivity as the strongest determinant of willingness to pay, while skin compatibility exhibited a positive influence on premium purchasing behaviour. Furthermore, professional recommendation and integration of sunscreen into daily routines were identified as the most important facilitators of sunscreen adoption. The study contributes to the understanding of preventive health-product consumption and provides insights for marketers, dermatologists, and public health practitioners seeking to encourage effective sun-protection behaviour in urban India.

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