Australian young adults’ tanning behaviour: The role of ideal skin tone and sociocultural norms

Abstract

Objective: Decreasing intentional tanning behaviour is a critical area of skin cancer prevention. Research evidence that tanning behaviour is significantly influenced by appearance motivations exists. The Tripartite Influence Model posits that internalisation of ideals about body image mediates the relationship between sociocultural norms and appearance-related behaviour and has been demonstrated primarily in the domain of weight. This study aimed to assess whether ideal skin tone (internalisation of a tanned ideal) mediated the endorsement of sociocultural norms about attractiveness of tanned skin and 12-month tanning behaviour. Method: Young adult participants (N = 514) from the university (removed for blind review) were surveyed regarding their ideal skin tone and sociocultural norm endorsement. Results: At 12-month follow-up, 246 participants reported their tanning behaviour over the previous year. Results indicated that the internalisation of a tanned ideal mediated the relationship between sociocultural norms and tanning behaviour for females but not males. Young adult males also desired a tanned appearance, and peer sociocultural perceptions were associated with male tanning behaviour. Conclusions: This research lends support to the proposition that the Tripartite Influence Model has explanatory power for tanning behaviour. We recommend that future research involving young adults incorporate skin tone and tanning as a component of body image alongside body shape and eating behaviours.

Appearance‐based interventions to reduce UV exposure: A systematic review

“…While skin cancer incident rates do not differ significantly between genders (Skin Cancer Foundation, ), there was an overwhelming majority of female participants. Given that the current review identified only four studies of male participants, future research would benefit from including men in the study population, particularly as men also value a tanned appearance (Cancer Research UK, ; Day, Wilson, Hutchinson, & Roberts, ). As men may perceive tanning and appearance norms in different terms than women, such as reluctance to engage in practices regarded as feminine (Grogan, ), future appearance interventions with men may need to consider the role of masculinity.…”

A Matter of Life and Death? Regulating to Avert the Risks of Cancer from Cosmetic Sunbed Use in the UK and Australia

“…As a result, the tanned body was seen as "healthy" and this led to the growth of use of indoor tanning using a sunbed. 79 However, the complexion and skin type of a large number of Australians who are the descendants of fair-skinned Europeans, is Type I on a scale of I-VI.…”