Citation

Hassan, Hasliza and Rahman, Muhammad Sabbir and Sade, Abu Bakar (2025) Sustaining a stunning physical appearance among career women in Malaysia. International Journal of Sustainable Society, 17 (4). pp. 392-408. ISSN 1756-2538

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Abstract

Having a presentable physical appearance may be one of the hidden success factors for most career women. The continuously increasing number of career women in the workforce, especially in professional fields, may start a revolution in the beauty industry, especially in slimming centres. In line with the current competitive work culture, the number of slimming centres has increased to cater to the needs of career women. This research is based on a cross-sectional data collection design and uses 308 responses for the structural equation modelling analysis. Promotion, social influence and price value are found to positively influence hedonic motivation to patronise a slimming centre. In addition, hedonic motivation may encourage customers to make patronising a slimming centre a positive habit. This research is expected to advance the literature by investigating the beauty industry, especially slimming centres, in the Malaysian market.

Item Type:	Article
Uncontrolled Keywords:	habit, hedonic motivation, physical appearance, price value, promotion, social influence, Malaysia
Subjects:	H Social Sciences > HQ The family. Marriage. Woman > HQ1101-2030.7 Women. Feminism
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	09 Feb 2026 02:04
Last Modified:	09 Feb 2026 02:04
URII:	http://shdl.mmu.edu.my/id/eprint/15224

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