Abstract
The motives underlying the practice of regular skin bleaching among Togolese people were examined, using Apter’s metamotivational theory as the framework. Factor analysis using scree test and a varimax rotation showed eight independent types of basic motives that are characteristic of this theory. Four motives appeared as clearly dominant. Participants practiced skin bleaching on a regular basis mainly (a) to appear important, (b) to look attractive, (c) because they enjoyed their light-colored skin, and (d) because skin bleaching was fashionable. They did not practice skin bleaching as a demonstration of opposition to African culture or to their relatives or as a demonstration of compliance with others’ wishes. They also sometimes practiced skin bleaching as a means of securing a job. Implications in terms of health policy are discussed.
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