Predictors of Non-Surgical Cosmetic Procedure Consideration among Indonesians

Abstract

The non-surgical cosmetic procedure is defined by ISAPS as an effective and safer procedure for people that want a more subtle improvement, enhancing surgical results or minimize recovery time of a procedure, which often does not require extensive training to perform compared to the surgical sector as it has higher risks. ISAPS reported that the number of non-surgical cosmetic procedures has increased 51.4% from 2011 and 2017. Despite this growth, little is known about factors that prompt the willingness to consider non-surgical cosmetic procedures. Addressing this issue, this study focuses on facets of objectified body consciousness (i.e., body surveillance, body shame, appearance anxiety) and tripartite influence model features (i.e., appearance pressure, internalization through comparison, body dissatisfaction) combined with the Theory of Planned Behavior (i.e., attitude and intention) towards considerations of non-surgical cosmetic procedures. The study is conducted through online quantitative questionnares adopted from previous researches, on a sample size of 271 Indonesians based on Cochran’s formula, specifically those living in Jakarta. In line with previous research on similar practices of beauty industry (e.g., cosmetic surgery), analyses indicated that non-surgical cosmetic procedure consideration was related to the objectified body consciousness and most of the tripartite influence features. Findings highlighted that body shame and facial appearance concern is the strongest predictor. These findings will be able to help marketers to account for variability in willingness to consider non-surgical cosmetic procedure and aligned their strategies accordingly and effectively.