The Impact of Media, Socioeconomic, and Psychological Factors on the Adoption of Aesthetic Technology and Cosmetic Surgery among Women in Punjab, Pakistan

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Published: 2026-02-15
DOI: https://doi.org/10.61919/sbp9bp16
Keywords:
Cosmetic Procedures, Social Media, Body Image, Psychological Factors, Socioeconomic Status, Women, Pakistan

Main Article Content

Rabia Tahir
Faculty of Allied Health Sciences, The Superior University, Lahore, Pakistan
Muhammad Shahram Tanveer
Faculty of Allied Health Sciences, The Superior University, Lahore, Pakistan
Muhammad Naveed Babur
Professor, Faculty of Allied Health Sciences, The Superior University, Lahore, Pakistan

Abstract

Background: Interest in aesthetic technology and cosmetic procedures is influenced by social, economic, cultural and psychological factors. Social media may intensify exposure to appearance ideals, although cross-sectional data cannot establish that media exposure causes cosmetic-procedure uptake. Objective: To examine associations between socioeconomic beliefs, media influence, psychological motivations and self-reported inclination toward aesthetic procedures among women in Punjab, Pakistan. Methods: A cross-sectional online survey included 132 women aged 18–50 years from Lahore, Faisalabad and Multan. Convenience sampling was used. Composite socioeconomic, media-influence, psychological and adoption scores were categorized into sample-based tertiles. Associations were evaluated using χ² tests and Cramér's V. Results: Socioeconomic category was associated with adoption inclination, χ²(4)=33.992, p<0.001, V=0.359. Media influence showed a stronger association, χ²(4)=51.266, p<0.001, V=0.441. Psychological-factor category showed the strongest association, χ²(4)=58.173, p<0.001, V=0.469. Age, marital status and education were not significantly associated with the adoption score. Conclusion: Psychological motivations, media influence and socioeconomic beliefs were associated with cosmetic-procedure adoption inclination in this selected sample of socially media-engaged women. The cross-sectional design and selected sampling frame preclude causal or population-level conclusions.

Article Details

Issue

Vol. 4 No. 3 (2026)

Section

Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

[1]
Tahir, R. et al. 2026. The Impact of Media, Socioeconomic, and Psychological Factors on the Adoption of Aesthetic Technology and Cosmetic Surgery among Women in Punjab, Pakistan. Journal of Health, Wellness and Community Research. 4, 3 (Feb. 2026), 1–7. DOI:https://doi.org/10.61919/sbp9bp16.

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