Assessing skin lightening knowledge and practices among students at University of Business and Integrated Development Studies (UBIDS), Wa, Ghana

Abstract

Despite the serious harmful consequences of skin lightening outlined in medical journals, many Ghanaian students still indulge in the practice. This study assesses the knowledge and practices of skin lightening among students at the Faculty of Integrated Development Studies (FIDS), University of Business and Integrated Development Studies (UBIDS), Wa. Guided by the social learning theory, the study employs a cross-sectional mixed-methods research design, combining questionnaires and in-depth interviews for data collection. The target population comprised all undergraduate students at the Faculty of Integrated Development Studies (FIDS), UBIDS, Wa. The study uses a mixed-methods approach. Primary data was obtained through questionnaires and interviews from 100 students selected through purposive and snowball sampling. Qualitative data was analyzed using an interpretative approach and presented in narrative form, while quantitative data was analyzed using the Statistical Package for Social Sciences (SPSS v.20) and presented in charts and tables. The study reveals that 52% of respondents could differentiate between skin bleaching and skin toning. However, 71% were unaware of the lethal chemicals and abrasive agents in skin lightening products and their dangers. Only 18% of students self-reported current or previous use of skin lightening products. However, 47 students were initially sampled based on visible physical indicators of potential skin lightening use, suggesting possible underreporting driven by social desirability bias and semantic denial. Sources of knowledge included the internet (42 respondents), friends (30), celebrity endorsements on radio/television (23), billboards (3), and family (1). The findings underscore how digital platforms, peer networks, and celebrity culture create platforms that normalize skin lightening while suppressing awareness of health risks. The study recommends comprehensive health education campaigns, media literacy programs, and psychological support services to address skin lightening practices among university students.