Social inclusion challenges of unmarried women in Pakistan: the roles of body image, loneliness, familism and mental well-being

Purpose The study aims to investigate the psychosocial obstacles encountered by unmarried women in Pakistan, including addressing body image issues, loneliness, familism and mental well-being. In numerous cultural contexts, marriage status significantly influences women’s social acceptance and inclusion, with unmarried women frequently facing heightened stigma and exclusion. This research aimed to investigate how these combined characteristics affect social inclusion and psychological well-being. Design/methodology/approach This quantitative investigation began with a literature analysis and a 40-person pilot test to refine instruments. After ethical approval and authorization, data were obtained from 350 single women aged 30–59. Participants were approached in educational, organizational and community settings and completed a booklet that included informed consent, demographic information and standardized measures such as the Attitudinal Familism Scale, Dresden Body Image Questionnaire, UCLA Loneliness Scale (UCLA-3) and Warwick–Edinburgh Mental Well-being Scale. Smart PLS was used to conduct descriptive, correlational and mediation-moderation analysis. Findings Results indicated that body image dissatisfaction significantly and positively predicted loneliness. Mental well-being partially mediated this association, suggesting that women with poorer body image reported lower psychological well-being, which in turn increased loneliness. Familism emerged as a significant moderator; supportive familism reduced the negative effects of body image dissatisfaction on loneliness, highlighting its protective role within collectivist contexts. Originality/value This study enhances the sparse literature about the nexus between social inclusion and mental well-being among unmarried women in culturally traditional settings. It emphasizes the necessity for multi-tiered methods to promote inclusiveness and protect psychological well-being, with practical implications for policymakers, practitioners and community stakeholders.