Abstract

The goal of this study is to explore consumer risk-perceptions and body satisfaction in relation to sunless tanning product consumption. Sunless tanning products provide the public with an alternative means of obtaining a tan. However, few studies have explored issues related to fake tanning lotions from the consumer perspective. Previous studies have not yet provided any clear answers about the risk-perceptions of using sunless tanning products, nor have they examined the impact on their body satisfaction. As sunless tanning has gained in popularity, this phenomenon warrants further inquiry. The data were collected from 267 (59 male; 208 female) college students with an average age of 19.92. 77.60% were Caucasian, followed by Hispanic/Latino (6.80), Asian-American (4.60%), and others (4.20%). A self-administered online survey was developed and a structural analysis was conducted. Based on the six risk-perceptions tested as predictors of sunless tanning product consumption, functional, social and financial risk significantly influenced product consumption, whereas psychological, physical and time risk were not significant. In general, sunless tanning product consumption directly influenced body satisfaction. The findings suggest that the quality of a tan perceived by an individual, others’ evaluations of a tanned appearance, and the cost of producing a tan are important variables for marketers—as well as health professionals—to consider.

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