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Implications of Socio-Cultural Pressure for a Thin Body Image on Avoidance of Social Interaction and on Corrective, Compensatory or Compulsive Shopping Behaviour

Author

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  • António Azevedo

    (Lab2PT, Landscape, Heritage and Territory Laboratory Research Unit, School of Economics and Management, University of Minho, 4710-057 Braga, Portugal)

  • Ângela Sá Azevedo

    (Faculty of Philosophy and Social Sciences, Centre for Philosophical and Humanistic Studies, Universidade Católica Portuguesa, 4710-297 Braga, Portugal)

Abstract

This paper aims to discuss the implications of body talk and socio-cultural pressure for the internalisation of a thin body image in purchase decisions, shopping habits and other outcomes of body dissatisfaction, in particular the proneness to avoid human/social interaction in retail contexts and proneness to engage in corrective, compensatory or compulsive shopping behaviour. This paper conducted an online questionnaire that measured the following constructs: body mass index; Socio-cultural Attitudes Towards Appearance Scale-4 (SATAQ-4), Body Appreciation Scale (BAS-2), Acceptance of Cosmetic Surgery Scale (ACSS), Compulsive Buying Follow-up Scale (CBFS), proneness to avoid social interaction in retail contexts, and the intention to purchase a list of products and services as a compensation for body dissatisfaction. A structural equations model supported the hypotheses proposing the influence of BAS-2 and SATAQ-4 (the internalisation of thin/athletic body and the social comparison induced by family, peers and media) upon the outcomes of social-interaction avoidance, ACSS and CBFS. Nevertheless, BAS-2 only influences social-interaction avoidance. This paper provides several recommendations to brand managers highlighting the social responsibility role of brand advertising in enhancing positive body appreciation, mitigating the psychological damage caused by socio-cultural pressure and preventing the stigmatisation bias against obese people.

Suggested Citation

  • António Azevedo & Ângela Sá Azevedo, 2023. "Implications of Socio-Cultural Pressure for a Thin Body Image on Avoidance of Social Interaction and on Corrective, Compensatory or Compulsive Shopping Behaviour," IJERPH, MDPI, vol. 20(4), pages 1-21, February.
    • Handle: RePEc:gam:jijerp:v:20:y:2023:i:4:p:3567-:d:1071674
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    References listed on IDEAS

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    1. Zheng, Xiaoying & Baskin, Ernest & Peng, Siqing, 2018. "Feeling inferior, showing off: The effect of nonmaterial social comparisons on conspicuous consumption," Journal of Business Research, Elsevier, vol. 90(C), pages 196-205.
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    3. Argo, Jennifer J. & Dahl, Darren W., 2020. "Social Influence in the Retail Context: A Contemporary Review of the Literature," Journal of Retailing, Elsevier, vol. 96(1), pages 25-39.
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    Cited by:

    1. Bolade Olubunmi Mokuolu & Ayomide Emmanuel Ojo & Adewale Joseph Oloogunebi, 2023. "Influence of Self-Concept and Body Dissatisfaction on Social Introversion," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(11), pages 763-769, November.

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