Affiliation:
1. Department of Family and Consumer Sciences, Baylor University
2. Department of Fashion Industry, Ewha Womans University
Abstract
Our goal was to examine the factors that influence individuals’ intentions to quit body tanning and its relationship with engaging in body-tanning behaviors. Via an online survey, 385 students answered items about their tanning motivations with respect to perceptions of attractiveness
of tanning and physical fitness, influence of media, family, and friends, and skin-aging concerns. Structural equation modeling revealed that individuals’ motivation toward perceived attractiveness of a tan negatively influenced their intention to quit tanning, and skin-aging concerns
positively influenced their intention to quit tanning. However, the influence of media, family, and friends, and perceived physical fitness were not identified as significant factors in their intention to quit tanning. The attractiveness of a tanned appearance increased the likelihood of body-tanning
behaviors, whereas skin-aging concerns decreased the likelihood of body-tanning behaviors. The findings provide important implications for skin cancer prevention strategies. Emphasizing negative appearance-related consequences of tanning would certainly be a body-tanning deterrent, especially
for young image-conscious individuals.
Publisher
Scientific Journal Publishers Ltd
Cited by
2 articles.
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