Beyond appearance: Cultural and psychometric validation of the Thai broad conceptualization of beauty scale using bifactor ESEM

Expanding conceptualizations of beauty can promote positive body image and reduce appearance-related concerns. In collectivist cultures, beauty is often perceived through both appearance and inner or social qualities. This study examined the psychometric properties of the Thai version of the Broad Conceptualization of Beauty Scale (TH-BCBS), a culturally adapted measure reflecting Thai women’s inclusive beauty beliefs. The original measure (Tylka & Iannantuono, 2016) was translated and expanded to include dimensions relevant to the Thai context. A sample of 441 Thai female undergraduates completed the revised scale and other related measures. Exploratory factor analysis supported a three-factor model representing physical beauty, intrapersonal characteristics, and interpersonal characteristics. Results from an exploratory structural equation modeling revealed a well-defined general factor and a specific factor for interpersonal characteristics, despite the weaker representations of the other two. For predictive validity, the general factor predicted both body areas satisfaction and appearance evaluation. The physical beauty factor inversely predicted the drive for thinness. Convergent validity was supported by negative associations between physical beauty, thin-ideal internalization, and appearance comparison. The lack of association between body mass index and the TH-BCBS further supported the scale’s discriminant validity. Overall, the TH-BCBS is a reliable and culturally grounded instrument for assessing multidimensional beauty beliefs among Thai women, with implications for future positive body image research and interventions.