| Abstract: |
This study examined the awareness of health hazards of skin-whitening cream use among female undergraduate Instagram users in Anambra State, Nigeria. The objectives of the study were to assess the level of awareness of health hazards associated with the use of skin-whitening creams, determine the extent to which exposure to Instagram influences their usage, identify the specific health risks perceived by the respondents, examine the relationship between awareness and usage, and identify the major Instagram-related factors influencing attitudes toward such creams. The Social Comparison Theory and Risk Perception Theory provided the theoretical framework, explaining how social influence and perceived risk shape behavioural patterns. The study adopted the survey research design using a table of sample size determination developed by Krejcie and Morgan to select a sample size of 382 respondents. Also, the study used purposive sampling technique andsimple random sampling to select three universities in Anambra State: Nnamdi Azikiwe University, Awka; Chukwuemeka Odumegwu Ojukwu University, Igbariam; and Paul University, Awka. Data were collected through a structured likert scale questionnaire and analysed using mean scores, percentages, and Pearson correlation analysis. Findings revealed that the majority of respondents demonstrated a moderate to high level of awareness of the health hazards associated with skin-whitening creams. Despite this awareness, a significant number still reported using such products, indicating that awareness alone does not necessarily influence behaviour. Results also showed that exposure to Instagram content significantly influences the use of skin-whitening creams. Respondents identified skin irritation, hyperpigmentation, premature aging, and risk of cancer as major health hazards linked to these products. A significant relationship was found between awareness of health hazards and the use of skin-whitening creams, as well as between exposure to Instagram content and product usage. The study concluded that although awareness of health hazards exists, Instagram exposure and social comparison pressures play a dominant role in shaping the use of skin-whitening products among female undergraduates. It recommends the intensification of health communication campaigns, the promotion of media literacy education, and the regulation of harmful beauty product advertisements on social media platforms to promote safer health practices and positive body image among young women.
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