Identifying factors that influence individuals' intentions to quit body tanning: A sociocultural perspective

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.