The Effect of Regional Body Satisfaction on Appearance Interest of Female University Students in Vietnam

The recent economic affluence in Vietnam is leading to a growing interest in beauty. Especially, beauty-related industries, including cosmetic brands, beauty shops and spas are developing, beauty products are becoming more diversified and the interest in appearance is growing. Therefore, this study aims to examine Vietnamese female university students’ interest in physical appearance and the real state of their appearance management behaviors. As for the conclusion of the effect of regional body satisfaction on appearance interest, it can be seen that the higher the satisfaction with the face, the higher the interest in appearance in the northern region. In the central region, higher satisfaction with skin and face means higher interest in appearance. In the southern region, the higher the satisfaction with height, abdomen, weight, and upper body, the higher the interest in appearance. These results can serve as basic data for understanding of the consumer market and analysis of the consumer class in the beauty industry by showing aesthetic consciousness and appearance management behaviors of Vietnamese female university students, who are central consumers of the beauty industry. It is considered there is a need to analyze consumption behaviors, including consumption patterns of Vietnamese female university students in more detail, and further studies on aesthetic consciousness and appearance management behavior patterns among more various types of subjects should be carried out for application to the present beauty industry.