A sociocultural-cognitive model of body-tanning behaviours

Abstract

Abstract A tanned, attractive appearance is a driving motivation for individuals engaging in body-tanning behaviours, despite the fact that ultraviolet exposure has been identified as the leading cause of developing skin cancer. To date, however, no studies have examined skin dissatisfaction, combined with sociocultural-cognitive variables, in understanding body-tanning attitudes, intentions and behaviours. The aim of the current study was to develop and evaluate a comprehensive sociocultural-cognitive model of tanning behaviours. College students (N = 333) with an average age of 19.8 years participated in this study. A majority of the participants were female (70.8 per cent) and Caucasian (76.9 per cent). A structural equation modelling analysis revealed that the proposed sociocultural-cognitive model had an excellent fit (χ2/df = 2.1, root-mean square error of approximation = 0.059, comparative fit index = 0.96 and Tucker–Lewis index = 0.95), with all proposed pathways emerging significantly. Appearance internalization and orientation predicted skin dissatisfaction and tanning attitudes, which predicted participants’ intentions and behaviours. These results highlight sociocultural-cognitive influences, as well as the role of skin dissatisfaction in tanning attitudes, intentions and behaviours. Skin cancer prevention campaigns may benefit in the future by adopting approaches that integrate body image and skin satisfaction.