What drives women to use slimming products? A sociocultural and psychological exploration

Purpose This study aims to investigate the psychological and sociocultural motivations driving women to use slimming products, with a particular focus on how identity tensions, aesthetic norms and perceived social expectations influence consumption behavior. Design/methodology/approach Adopting a qualitative research design, this study draws on 21 in-depth semistructured interviews with Brazilian women who have used slimming products. Data were analyzed using a thematic analyses enabling the identification of themes related to self-perception, body image and health behavior. Findings The findings suggest that the use of slimming products is often a response to internal self-discrepancies and external social pressures, rather than strictly health-based considerations. This study also discusses clinical implications and outlines directions for future research on stigmatized health behaviors. Originality/value This study contributes to the literature on unhealthy consumption by extending self-congruence and subjective-norms theories to the context of pharmaceutical weight-loss practices. It highlights the psychological burden and symbolic meaning of slimming-product use in a media-saturated, appearance-driven culture. Given the growing prevalence and risks of unregulated slimming product use, the research offers critical insights for health-care professionals, policymakers and marketers committed to consumer well-being and public health ethics.