The impact of embarrassment on condom purchase behaviour.

A survey on the impact of embarrassment on condom purchase behavior was conducted among 130 individuals. The survey sample (93 males, 37 females) were recruited at the University of British Columbia. The primary independent variable of interest was the embarrassment of the respondents when purchasing condoms. The background variables were also considered which included the assessments of sexual behavior, gender, age, and residency status. A 4-point scale was used to measure the intensity of embarrassment and a 5-category scale was used to determine the frequency of condom purchase. The results for purchase embarrassment indicate that 41% of females and 34% of males expressed no embarrassment when making a condom purchase. Gender, age, number of sexual partners in the past year, and residency status were not significantly correlated with purchase embarrassment. 62% of males vs. 40% of females purchased at least once every 6 months. In summary, young people feel embarrassed about purchasing condoms, thus affecting their purchase behavior. The people who reported being more embarrassed purchasing condoms did so less often and purchased fewer condoms per visit. Subjects also tended to purchase from vending machines when possible in lieu of from store clerks or pharmacists.