Influence of Body Image on Skin - Bleaching Behavior among Women in Nairobi County, Kenya

Skin bleaching is a centuries -old behavior involving the use of beauty products like creams and soaps to whiten the skin. Past studies indicate that skin bleaching is common despite the notable negative implications for the user. Skin -bleaching products are commonly used in Nairobi County as indicated by flourishing businesses retailing cosmetic products. The current study examined the influence of body image variable on skin bleaching behavior among women in Nairobi County. Objectification Theory guided the study, and descriptive design, incorporating both quantitative and qualitative approaches, was used. Purposeful sampling was used to recruit 138 women. The study recruited users of skin -bleaching products who frequented cosmetic retail shops within Nairobi County. Selfadministered questionnaires were used to collect quantitative data from 138 participants while interviews involving 10 participants yielded qualitative data. The tools used in data collection were piloted to ensure their validity and reliability. Quantitative data were analyzed using descriptive statistics like frequencies, mean, percentage, and standard deviation. Findings were presented in tables. Qualitative data were analyzed thematically and presented verbatim. The average mean score of the aggregate items measuring body image was 2.94 (indifferent). Correlation analysis denoted a 0.194 correlation between body image and skin bleaching, with a p -value of 0.031. Regression analysis revealed that body image was a significant predictor of skin -bleaching behavior with an R -square value of 0.038 and a p -value of 0.031. It was concluded that body image had a significant influence on skin -bleaching behavior among women in Nairobi County. The study recommends that psychotherapists and public health officers should reference the study while empowering women on skin -bleaching at discrete and community levels. Other studies focusing on other variables influencing skin -bleaching behavior need to be done to further explore this noteworthy research subject.