Building the Body Image Conceptual Framework Based on the Theory of Planned Behavior (TPB)

The aim of this study is to identify structural relationships between aspects of body image and behavioral intention. The study uses the theory of planned behavior to identify the latent antecedents for individual intention to improve their body image by adopting a cross-sectional design and using questionnaires to collect data. Responses from 460 participants were analyzed using structural equation modeling (SEM) to examine the research hypotheses. The results demonstrate that internal and external factors were positively related to the belief formation mechanism, and that self-identity was positively related to body image dissatisfaction. Additionally, the belief formation mechanism influenced behavioral intention through the theory of planned behavior. These results provide some body image strategy priorities for the health and beauty industries. Moreover, it is important for the health and beauty industries to manage intentions through internal and external factors of body image, such as self-identity and the healthcare climate. Strong support was found for the proposed theoretical model. Implications for research and practice are also discussed.