Prediction of the Cosmetic Surgeries Affecting Factors by the Theory of Planned Behavior

In the past few years, cosmetic surgeries as aesthetic procedures have been highly welcomed in Iran. Therefore, identifying factors affecting people’s tendency towards undergoing such surgeries can give rise to the effectiveness of educational interventions to boost health-promoting behaviors. The present study aimed to reflect on the factors influencing cosmetic surgeries concerning the theory of planned behavior in candidates and non-candidates referred to the hospitals affiliated to Shahid Beheshti University of Medical Sciences, Tehran, Iran.

This descriptive-analytical cross-sectional study was conducted on a total number of 400 patients (including 200 candidates and 200 non-candidates for cosmetic surgeries) in 2019. The data collection tool was a researcher-made questionnaire developed based on the TPB, comprised 47 items about demographic variables and the TPB constructs. The data analysis was performed using the SPSS 23 software by multiple logistic regression analysis.

The study results also revealed that a one-unit increase in behavioral beliefs, normative beliefs, and perceived capability could augment the chances of undergoing cosmetic surgeries by 11%, 3%, and 2%, respectively. Moreover, among the model constructs, attitudes were highly correlated with the likelihood of performing cosmetic surgeries. A one-unit growth in attitudes would add to the chances of having cosmetic surgeries by 13%.

People’s attitudes are the most relevant variable affecting the practices of cosmetic surgeries in girls and women. Therefore, much more attention needs to be paid to attitudes in designing interventions targeting health-promoting behaviors.