A qualitative study of the decision to engage in tanning behaviors among female college students

Abstract Introduction Indoor tanning is associated with increased risk of melanoma and is particularly prevalent among female college students in the U.S. Objectives The present study aimed to explore why female students decide to engage, and keep engaging in indoor tanning. Methods We included eighteen female undergraduates who participated in group discussions. The group discussions were recorded and transcribed, then they were organized into themes. Results Three main themes appeared: appearance reasons for tanning, tanning-related health risks, and tanning salon-marketing strategies. Students were overall informed regarding tanning-related health risks, and suggested that they justified their tanning behaviors by rationalizations. They also revealed that the marketing strategies employed by tanning salons made them more likely to tan frequently. Finally, students spoke about how the health risks, the affects on appearance, and leaving the college setting might lead them to stop tanning. Conclusions These findings suggest that tanning among students could be reduced both by engaging students in programs addressing rationalizations about the risks associated with tanning, and policies targeting marketing techniques and tanning salon locations.