This work deals with the assessment of the impact of value orientations on
body image and the use of physical beauty practices by young women in
Slovenia, Croatia and Serbia. The transitional course of events as well as
the historical, cultural and religious differences of each country have also
left their mark on the role and position of women in each of the countries.
This research deals with how much modernization did, in terms of
modernization theory (Inglehart and Welzel, 2007), through a system of
dominant value orientations the use of the media and cultural features of the
countries analysed, influenced the differences in the perception and
understanding of the female body, which is reflected in the body image of
women and the use of physical beauty practices. We analyse the impact of the
factors (values, media influence, sociodemographic factors and body mass
index (BMI)) on body image and the use of physical beauty practices by young
women in Slovenia, Croatia and Serbia. The results did not confirm a direct
impact on body image values, however, the value orientations were shown to be
a relevant factor of the media impact and the use of beauty practices. Body
image was also statistically significantly influenced by BMI and some
sociodemographic factors (education, wealth). A significant impact of
sociodemographic factors (size of place of residence, education, wealth) on
values and physical practices was also proven.