Journal of Asia Pacific Aesthetic Sciences

ABSTRACT: Although the aesthetic medicine industry in Malaysia is experiencing rapid growth, the underlying factors driving consumer behavior remain underexplored. This study aimed to identify the factors influencing consumers’ decisions to pursue aesthetic treatments and their criteria for selecting aesthetic clinics. A cross-sectional survey was conducted among individuals aged 18 years and above who had previously undergone or intended to undergo aesthetic treatments. The survey collected data on respondents’ sociodemographic characteristics, factors influencing decisions to seek aesthetic treatment, and criteria for selecting aesthetic clinics. A total of 141 respondents completed the survey, the majority of whom were female (n=118, 83.7%) and aged 30–39 years (n=62, 44.0%). Among the respondents, 89 (63.1%) had previously undergone aesthetic procedures, while 52 (36.9%) intended to pursue treatment in the future. The findings indicated that psychosocial factors, influence of others, personal desires, social media influence, and life events contributed to respondents’ decisions to undergo aesthetic treatment. Key determinants influencing clinic selection included safety and professional credibility, social and media influence, and convenience and accessibility. Insights from this study can assist practitioners in adopting a more patient-centered approach to aesthetic services, ultimately enhancing patient satisfaction and care outcomes.