Factors that motivate young people’s intention to undergo cosmetic surgery in Vietnam

Abstract

Purpose

The purpose of this study is to assess the factors that motivate young people’s intention to undergo cosmetic surgery in Vietnam.

Design/methodology/approach

This study applies Ajzen’s theory of planned behavior as a research model. The study is based on a quantitative method that applied exploratory factor analysis.

Findings

In total, 412 valid responses are used for the statistical analysis. The results confirm that subjective norm (SN), attitude toward cosmetic surgery and perceived behavioral control (PBC) are the main factors that motivate young people’s intention to undergo cosmetic surgery.

Originality/value

The results show the positive relationship between attitude toward cosmetic surgery, SN, PBC and intention to undergo cosmetic surgery in Vietnam.

Citation

Nguyen, C.Q., Tran, P. and Nguyen, M. (2020), "Factors that motivate young people’s intention to undergo cosmetic surgery in Vietnam", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 14 No. 3, pp. 395-407. https://doi.org/10.1108/IJPHM-07-2018-0035