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Related Experiment Video

Updated: Aug 20, 2025

Minimal Erythema Dose MED Testing

Minimal Erythema Dose MED Testing

Published on: May 28, 2013

Cost and quality in consumer sunscreen preferences.

Harlington Hanna¹, Shiv Patel¹, Roopal V Kundu²

¹Department of Dermatology, Northwestern University Feinberg School of Medicine, 676 N St. Clair St, Ste 1600, Chicago, IL, 60611, USA.

Archives of Dermatological Research

|November 23, 2022

Summary

Consumers are willing to pay a premium for ideal sunscreen attributes, valuing complete skin cancer and sunburn prevention. Understanding these preferences is key for effective sunscreen recommendations and adherence.

Keywords:

Consumer Cost Dermatology Preferences Sunscreen WTP Willingness-to-pay

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Area of Science:

Dermatology
Consumer Health
Health Economics

Background:

Sunscreen use is crucial for preventing skin cancer, photoaging, and sunburn.
Product cost and features significantly impact sunscreen accessibility and user adherence.
Understanding consumer preferences for sunscreen attributes is vital for public health initiatives.

Purpose of the Study:

To determine consumer preferences for specific sunscreen attributes.
To assess consumer willingness to pay (WTP) for an ideal sunscreen product.
To inform product development and healthcare provider recommendations.

Main Methods:

An online survey was administered to 487 adult participants recruited via ResearchMatch.
Participants rated the importance and desirability of various sunscreen attributes.
Willingness to pay (WTP) was calculated using regression analysis of purchasing decisions for idealized products.

Main Results:

The most desired sunscreen attributes were complete prevention of skin cancer and sunburn.
The average willingness to pay (WTP) for an ideal sunscreen product was $30.10 per month.
Participant demographics included 84.4% female, with ages ranging from 18 to 85 years.

Conclusions:

Consumers place a high value on sunscreens offering comprehensive protection.
Healthcare providers should consider individual attribute preferences and cost when recommending sunscreens.
Further research is needed to explore the impact of cost and specific attributes on long-term sunscreen adherence.