Proposing A Model For Consumption Based On Beauty In Women

The aim of this study was to provide a model for beauty-based consumption in women in Tehran. The statistical population of this study was women living in Tehran who have beauty based consumption. The sample of this study included 28 women aged 18-40 years who were selected by snowball sampling method. The research has been done with a qualitative approach and a phenomenological method. The data were collected via interview. Coding was used as the data analysis method. The results showed that gender roles and stereotypes in the society as well as beauty ideals led to women's dissatisfaction with their body image, and dissatisfaction with the female body image led to beautification wares consumption such as cosmetic surgery, diet therapy and going to fitness clubs.