Knowledge Behaviors and Factors Affecting Facial Skin Care Products Consumption of Working-age Women in Rasisalai District, Sisaket Province

Abstract

Objective: To investigate the knowledge, behaviors, and factors affecting the consumption of facial skin care products, as well as the knowledge of causes of melasma, prevention, care, and the selection of safe anti-blemish products among working-age women in Rasisalai district, Sisaket province. Method: The study employed a mixed-methods approach, using questionnaires to gather data from 120 participants aged 20 to 60 in Bansompoi area, Sompoi subdistrict, Rasisalai district, Sisaket province. A qualitative study was also conducted using semi-structured in-depth interviews with 18 participants who were found to use improper facial skin care products. Quantitative data was analyzed using descriptive statistics, Chi-Square (χ²)correlation analysis, and multiple regression, while qualitative data was analyzed using content analysis. Results: The results showed that most participants had a moderate level of knowledge about the causes of melasma, prevention, treatment, and safe anti-blemish product selection. Participants mostly relied on their own experiences and those of their friends and family, radio, television, and the internet to address facial melasma issues. However, many participants were unaware of the benefits and importance of sun protection products. They tended to follow purchasing guidelines their friends and family recommended or advertised on YouTube, radio, and television. The cost of products ranged from 50-500 baht, but many participants did not read the label or check the product's serial number before purchasing. According to the factors affecting the consumption of facial skin care products, the study found that age was associated with the use of facial care products, the problem of melasma on the face was related to the use of facial skin care products, and knowledge of causes of melasma, prevention, care, and the selection of safe anti-blemish products was related to opportunities and times to choose facial sunscreen. Conclusion: The different factors of age, the problem of melasma on the face, knowledge of causes of melasma, prevention, care, and the selection of safe anti-blemish products affected the consumption behavior of facial skin care products in various ways. The data from this study can serve as a guideline for strategic planning in consumer protection in the community. They can encourage the proper and safe selection of facial skin care products to prevent and treat melasma. In particular, it is crucial to raise awareness of the benefits and importance of sun protection products and to promote reading the label and checking the product's serial number before purchasing to prevent and reduce non-standard blemishes caused by improper product use.