IS IT EASY TO GET SLIM? INTENTION TO USE SLIMMING PRODUCTS

Purpose: The present study investigates the role of body dissatisfaction in mediating the relationship between physical appearance concern and the use of slimming products. Design/methodology/approach: It employs a mediation model built using the PLS-SEM technique among a sample of 835 adult women. Findings: The results show body dissatisfaction partially mediates the effect of physical appearance concern on the intention to use slimming products. The results demonstrate that physical appearance concern increases body dissatisfaction in women, as well as reinforcing the relationship between those factors and the increased intention to use slimming products. Originality/value: The study extends the knowledge on the topic, explaining the antecedents, and the mediator of the intention to use slimming products. Keywords: Intention to use slimming products. Physical appearance concern. Body dissatisfaction. Slimming products. Mediation model. Adult women. PLS-SEM.