Abstract
The increasing demand for aesthetic medical procedures among younger generations has transformed the market. This study investigates preferences, barriers, and decision-making factors among university students in Croatia, using different research tools, among which is the standardized Acceptance of Cosmetic Surgery Scale (ACSS). A total of 1,313 respondents, primarily aged 20–25, participated in the research. Results reveal significant gender differences: Women are more inclined toward aesthetic procedures driven by psychological motivators such as self-esteem and societal beauty ideals, favoring treatments like rhinoplasty, lip augmentation, and Botox. Men, on the other hand, prioritize functionality-oriented procedures, including hair transplantation and dental veneers. Barriers such as cost, fear of unsuccessful outcomes, and potential side effects were of particular significance. At the same time, trust in the doctor, the clinic’s reputation, and expertise were the most influential factors in decision-making. Besides direct contact with doctors, digital platforms, including social media and clinic websites, were preferred sources of information. These findings highlight the importance of gender-specific marketing strategies, transparency, and flexible financial options to address identified barriers. Leveraging cultural norms, building trust through online engagement, and emphasizing minimally invasive procedures are essential for connecting with this demographic. The study offers actionable marketing insights for aesthetic clinics aiming to attract and retain young clients in a highly competitive Croatian market.