Open AccessPERCEPTION AND HEALTH RISK AWARENESS OF WHITEVERTISED SKINCARE PRODUCTS AMONG WOMEN IN ANAMBRA STATE, NIGERIA
Author(s) -
Ogochukwu Ekwenchi,
Chinedu Richard Oiwu
Publication year - 2021
Publication title -
nnamdi azikiwe university journal of communication and media studies
Language(s) - English
Resource type - Journals
ISSN - 2756-486X
DOI - 10.47851/naujocommed.v2i1.117
Subject(s) - perception , risk perception , reverence , psychology , environmental health , health risk , medicine , social psychology , political science , neuroscience , law
‘Whitevertised’ skincare products are found in such societies as Nigeria where women show reverence for white skin. They are presented using a plethora of advertisement techniques that can make white skin appear desirable. Anchored on social constructionism and selective perception theory, this study aimed to find out how women in Anambra State perceive these products and their awareness of the health risks they can pose. To achieve these objectives, a quantitative approach involving survey was adopted. Data were collected from a random sample of 400 women. Findings showed that these products are prevalent and are used by most of the respondents to ‘maintain’ their skin colour. The study also showed that the perception towards these products varied with age and educational qualification, and was also shown to be influenced by price, place of origin, scientification, celebrity-endorsements and past experiences. In addition, findings from the study showed that the health risk awareness of the risks these products can pose was low among the younger respondents and the least educated. Based on these findings, this study recommended health awareness campaigns targeted at the young and least educated who were shown in this study as most vulnerable.