Yoo and Cho Fash Text (2018) 5:29 https://doi.org/10.1186/s40691-018-0147-z RESEARCH Open Access Understanding the attitudes toward sunless tanning product use: implication of tanning product consumption Jeong‑Ju Yoo1* and Hyeon Jeong Cho2 *Correspondence:
[email protected] Abstract 1 Apparel Merchandising The goal of this study is to test the antecedents of overall attitudes toward sunless Program, Department of Family and Consumer tanning product use. The data collected from 302 US female college students with an Sciences, Robbins College average age of 20.11 were included in the analysis. A structural equation modeling of Health and Human was performed to test the hypothesized relationships. The results revealed that body Sciences, Baylor University, One Bear Place #97346, surveillance and social ostracism infuenced the individuals’ cutaneous body image Waco, TX 76798‑7346, USA dissatisfaction, which also infuenced perceived attractiveness and ftness of tanned Full list of author information appearance. Perceived tanning attractiveness and perceived tanning physical ftness is available at the end of the article positively infuences attitudes toward tanning product use. It is evident that seeing one’s own body through the lens of others is at the root of positive attitudes toward sunless tanning products. Positive attitudinal changes toward sunless tanning prod‑ ucts can be successfully established emphasizing sunless tanning products as fashion consumption. The fndings in this study have important relevance, in that tanning products can be marketed as cosmetic appearance-enhancement products for people to look attractive, toned, and ft. Keywords: Body-tanning, Body image, Body satisfaction, Tanning product, Appearance Introduction A tanned appearance can be achieved through three diferent methods: sunbathing, tan- ning beds, and sunless tanning product use.