Self-esteem, self-image and media advertisement as preditors of skin bleaching behaviour among undergraduate

This study examined media advertisement, self-image, and self-esteem as predictors of skin bleaching behavior among Nigerian undergraduate students, grounded in Social Learning Theory. A cross-sectional survey of 350 undergraduates (56.3% female) from five on-campus hostels used the Rosenberg Self-Esteem Scale, an adapted Body Self-Image Questionnaire, and media influence assessments. Multiple regression analysis examined predictive relationships. The findings reveal media advertisements were the strongest predictor of skin bleaching behavior , followed by self-image and self-esteem. The model explained 62.4% of variance. Currently, 25.4% of participants used skin bleaching products, 77.1% had family history of the practice, and only 8.1% demonstrated adequate knowledge of health risks. The findings highlight media influence as the primary behavioral driver, supporting Social Learning Theory's emphasis on environmental factors and observational learning. Interventions must address media messaging, regulatory frameworks, and health literacy rather than relying solely on individual psychological interventions.