A Qualitative Study on the Body-Esteem and Appearance Management Behavior of Generation MZ Female Consumers of Body-Exposing Sportswear

Abstract

This study explored the relationship between Generation MZ female consumers’ participation in sports activity, consumption of body-exposing sportswear, body-esteem, and appearance management behavior. In-depth interviews were conducted with twenty Generation MZ female consumers who regularly participate in sports activity and consume body-exposing sportswear. Based on transcriptions of in-depth interviews conducted with research subjects, the researcher and two assistant researchers collectively categorized and compared common characteristics found in their responses, categorized according to themes using units of words/terms and paragraphs. The main finding were as follows. Firstly, Generation MZ female consumers participated in various sports activities for an average of approximately one hour, three times per week. The effects of such participation were improvements in physical and psychological health. Secondly, Generation MZ female consumers considered aesthetical, functional, and economical factors when they consumed body-exposing sportswear, regardless of the activity in which they participated. This sportswear served to increase the efficiency of exercise and also played a motivational role. Thirdly, the overall body-esteem of Generation MZ female consumers who participated in sports activity regularly and consumed body-exposing sportswear was high. Fourthly, Generation MZ female consumers who regularly participated in sports activity and consumed body-exposing sportswear were practicing active appearance management behavior in order to show how their body had been shaped by sports activity. In addition, they were pursuing four self-images: “polished image pursue”, “self-care image pursue”, “natural image pursue”, and “trustworthy image pursue”.

The Influence of Perception of Personal Color on Makeup Behavior in Generation MZ

“…(Kim & Jeong, 2022). 이들은 경 제활동과 소비활동이 활발한 연령대로 소비시장을 지배하는 새로운 소비 권력이라 할 수 있다 (Oh, 2022). 이처럼 MZ세대 를 사로잡는 것은 시장의 필수 과제가 되었으며 이들의 소비 성향과 가치관을 연구하는 것은 중요한 것으로 여겨진다 (Lee & Oh, 2022).…”