| dc.description.abstract | The increasing ultraviolet (UV) radiation exposure due to climate change has raised serious concerns for human skin health. Sunscreen has become an essential form of self-protection; however, perceptions and usage habits among university students remain inconsistent. This study aims to explore the perceptions, habits, and underlying reasons for sunscreen use among students of the Faculty of Social and Political Sciences, University of North Sumatra. This research adopts a qualitative method with a phenomenological approach to understand students’ subjective experiences. Data were collected through observation and in-depth interviews with six informants selected based on specific criteria. The analysis is framed using Consumer Culture Theory (CCT) by Arnould and Thompson, which views consumption not only as an economic act but also as a cultural and identity-driven process influenced by marketplace ideologies and media narratives. The findings reveal that students perceive sunscreen not only as a functional tool for protecting skin health but also as a part of maintaining appearance in line with prevailing social and aesthetic standards. Although most informants are aware of sunscreen’s benefits in preventing UV damage, usage is not always consistent. Female informants tend to use sunscreen regularly as part of their skincare routine, while male informants are more pragmatic and selective, applying sunscreen only when deemed necessary. Influencing factors include product effectiveness, skin compatibility, price, texture comfort, laziness to reapply, and external social influences such as peer recommendations and social media trends. The face is the most common area of application, as it is the most visible and socially evaluated body part. In terms of brand preference, local products such as Azarine, Wardah, and Kahf are most favored due to their affordability, accessibility, and suitability for tropical skin types. These preferences reflect the intersection of consumer identity, cultural values, and socio-economic considerations in shaping sunscreen usage behaviors. In conclusion, sunscreen use among FISIP USU students is influenced not only by health awareness but also by socio-cultural dynamics that shape their perceptions and habits. Therefore, skin health education should be culturally contextualized to encourage more consistent and conscious sunscreen use beyond merely conforming to aesthetic trends. | en_US |
