Translating intentions into sunscreen use: an interaction of self-efficacy and appearance norms

The study examines whether self-efficacy mediates between intention and behavior, and whether appearance norms and self-efficacy are additive or synergistic predictors of sunscreen use. At two measurement points in time, 14 weeks apart, 154 individuals responded to an online questionnaire. Moderated mediation was tested by hierarchical regression analyses. Self-efficacy mediated the intention-behavior relationship, whereas appearance norms emerged as a moderator of the self-efficacy-sunscreen use relationship. The model accounted for 22% of the behavior variance at time 2. For individuals who believe that they would look more attractive with a tan, self-efficacy did not have a strong effect on behavior. Thus, for skin-protection motivation to become effective, self-efficacy is needed in conjunction with less positive appearance norms. Implications for public health promotion and mass media sunscreen use campaigns are discussed.