Motives and sun-related behaviour.

The aim was to clarify how motives influence sun-related behaviour. Participants were 239 adults, mean age 22 years. They completed questionnaire measures of life goals (representing dispositional motives), participatory motives for exposure and for protection, and exposure and protection behaviours. Analysis was by partial least squares modelling. Participatory motives influenced behaviour. Exposure was positively influenced by appearance enhancement and well-being motives, and negatively by social conformity motive. Protection was positively influenced by health preservation motive. Participatory motives mediated the effects of life goals on behaviour. It is suggested that motives provide the basis upon which health promotion programmes can build.