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Consumer characteristics of Body Mass Index groups, and the effect of body satisfaction and self-esteem on the involvement in dieting among females aged 25-49 years

25-49세 여성의 Body Mass Index 수준에 따른 소비자 특성과 신체만족도 및 자아존중감이 다이어트 관여도에 미치는 영향

  • Jeong, Su-mok (Dept. of Fashion Business, Graduate School, Keimyung University) ;
  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • 정수목 (계명대학교 일반대학원 패션비즈니스학과) ;
  • 여은아 (계명대학교 패션마케팅학과)
  • Received : 2020.09.23
  • Accepted : 2020.10.21
  • Published : 2020.10.31

Abstract

The aim of this study is to explore diverse characteristics of females aged 25 to 49 years grouped according to Body Mass Index(BMI), and to investigate the effect of body satisfaction and self-esteem on involvement in dieting within each BMI group. In total, 549 females who participated in an online survey were divided into groups based on BMI(underweight, normal, and overweight). Results demonstrated three key factors, as follows. First, differences were identified among BMI groups according to demographic characteristics(age, household income, and marital status), although no difference according to education level was found. Second, differences according to BMI groups were found in body satisfaction and involvement in dieting, whereas were not found in self-esteem. Third, model testing for each BMI group showed, a positive correlation between body satisfaction and self-esteem in all three groups. However, there was a difference in causal relationships among variable across BMI groups. Body satisfaction negatively affected and self-esteem positively affected involvement in dieting for the underweight and normal groups, whereas there was no causal relationship between variables in the overweight group. Based on these results, basic information of groups segmented by the level of BMI was obtained, which could be used for both academic and practical implications.

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