Factors that Motivate Young People’s Intention to Undergo Cosmetic Surgery in Vietnam

Purpose The purpose of this study is to assess the factors that motivate young people’s intention to undergo cosmetic surgery in Vietnam. Design/methodology/approach This study applies Ajzen’s theory of planned behavior as a research model. The study is based on a quantitative method that applied exploratory factor analysis. Findings In total, 412 valid responses are used for the statistical analysis. The results confirm that subjective norm (SN), attitude toward cosmetic surgery and perceived behavioral control (PBC) are the main factors that motivate young people’s intention to undergo cosmetic surgery. Originality/value The results show the positive relationship between attitude toward cosmetic surgery, SN, PBC and intention to undergo cosmetic surgery in Vietnam