Help-Seeking Behaviour to Stop Pornography Consumption: An Application of Theory of Planned Behaviour

Joanneia Selin Joseph, Julia Wirza Mohd Zawawi

Abstract


The rise of accessibility for digital media has heightened concerns regarding pornography consumption and its psychological, social and behavioural effects. Literature suggests a high prevalence of pornography consumption normally forces individuals seeking professional or informal help due to addiction. Help-seeking behaviour in this context is commonly examined using the Theory of Planned Behaviour (TPB), which posits that intention is influenced by attitudes, subjective norms and perceived behavioural control. Building upon the original TPB framework, this concept paper incorporates gender and self-stigma as additional predictors to better capture the sociocultural realities within Malaysia due to pornography consumption. This proposed study adopts a quantitative survey design using purposive sampling to recruit Malaysian adults aged 18 and above who self-identify with pornography addiction. The paper highlights the complex interplay between pornography consumption, moral incongruence, internalised stigma, gendered sociocultural expectations and help-seeking behaviour. Although pornography consumption rates in Malaysia have increased over time, help-seeking behaviours aimed at stopping the consumption appear to be declining. The reasons are partly due to enhanced technological advancements, persistent stigma, and gender-related barriers in the country. The findings suggest that help-seeking is not solely shaped by the core TPB constructs but is significantly influenced by self-stigma and gender norms too. Given the controversial and evolving nature of pornography, this concept paper emphasises the need for continued research to promote open dialogue and encourage healthier help-seeking behaviours among Malaysians.

 

Keywords: Addiction, gender, help-seeking behaviour, pornography, self-stigma.

 

https://doi.org/10.17576/JKMJC-2026-4202-10


Full Text:

PDF

References


Adams, C., Gringart, E., & Strobel, N. (2022). Explaining adults’ mental health help-seeking through the lens of the theory of planned behavior: A scoping review. Systematic Review, 11(1). https://doi.org/10.1186/s13643-022-02034-y

Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Al-Lozi, E., & Papazafeiropoulou, A. (2012). Intention-based models: The theory of planned behavior within the context of IS. In Y. Dwivedi, M. Wade & S. Schneberger (Eds.), Information systems theory: Integrated series in information systems (pp.219-239). Springer.

Ali, A. A. Z., Muhammad, N. A., Jamil, T. R., Ahmad, S., & Aziz, N. A. A. (2021). Internet pornography exposures amongst young people in Malaysia: A cross-sectional study looking into the role of gender and perceived realism versus the actual sexual activities. Addictive Behavior Reports, 14(1). https://doi.org/gkcpw8

Aris, A. Z. Z., & Othman, S. Z. (2022). Mental health issues and help-seeking behaviour among Malaysian academics: A preliminary study. Jurnal Pembangunan Sosial, 25(1). 101-119. https://doi.org/10.32890/jps2022.25.5

Bőthe, B., Nagy, L., Koós, M., Demetrovics, Z., Potenza, M. N., & Van Hout, M. C. (2024). Problematic pornography use across countries, genders, and sexual orientations: Insights from the international sex survey and comparison of different assessment tools. Addiction, 119(5), 928-950.

Chandel, P. K., Thesni, A., & Kalonia, N. (2024). Impact of pornography on self-esteem and body image: A review article. ATSK Journal of Psychology, 4(1), 8-13.

Chen, C. M. (2019). Evaluating the efficiency change and productivity progress of the top global telecom operators since OTT’s prevalence. Telecommunications Policy, 43(7). https://doi.org/10.1016/j.telpol.2019.01.004

Cornally, N., & McCarthy, G. (2011). Help-seeking behaviour: A concept analysis. International Journal of Nursing Practice, 17(3), 280–288. https://doi.org/bnx8fs

Doll, C. M., Michel, C., Rosen, M., Osman, N., Schimmelmann, B. G., & Schultze-Lutter, F. (2021). Predictors of help-seeking behaviour in people with mental health problems: A 3-year prospective community study. BMC Psychiatry, 21(1), 432. https://doi.org/10.1186/s12888-021-03435-4

Goh, P. H., Phuah, L. A., & Low, Y. H. (2023) Pornography consumption and sexual health among emerging adults from Malaysia: An observational study. Sexual Health, 20, 134–147. https://doi.org/10.1071/SH22181

Governor, R. E., & Akata, U. (2020). Gender as a predictor for media preference and use among youth: Examining the uses and gratification theory. Journal of Global Social Sciences, 1(4), 19-33.

Grubbs, J. B., Wright, P. J., Braden, A., Wilt, J. A., & Kraus, S. W. (2019) Internet pornography use and sexual motivation: A systematic review and integration. Annals of the International Communication Association, 43(2), 117-155. https://doi.org/gj2zhm

Haavik, L., Joa, I., Hatloy, K., Stain, H. J., & Langeveld, J. (2019). Help seeking for mental health problems in an adolescent population: The effect of gender. Journal of mental health (Abingdon, England), 28(5), 467–474. https://doi.org/gjvg6d

Helmert, C., Fleischer, T., Speerforck, S., Ulke, C., Altweck, L., Hahm, S., Muehlan, H., Schmidt, S., Grabe, H. J., Völzke, H., & Schomerus, G. (2023). An explorative cross-sectional analysis of mental health shame and help-seeking intentions in different lifestyles. Scientific Reports, 13(1), 10825. https://doi.org/10.1038/s41598-023-37955-8

Howe, S. (2024, May 3). Social Media Statistics for Malaysia [Updated 2024]. Meltwater. https://www.meltwater.com/en/blog/social-media-statistics-malaysia

Huang, R., Lei, B., Liu, Y., Liu, D., & Zhang, L. (2025). Self-stigma of seeking professional psychological help and its influencing factors among high-risk health care workers for depression and anxiety: A multicenter cross-sectional study. BMC Psychiatry, 25(1), 533. https://doi.org/10.1186/s12888-025-07019-4

Jiang, X., Wu, Y., Zhang, K., Bőthe, B., Hong, Y., & Chen, L. (2022). Symptoms of problematic pornography use among help-seeking male adolescents: Latent profile and network analysis. Journal of Behavioral Addictions, 11(3), 912–927. https://doi.org/rb89

Kunyahamu, M. S. (2024). Mental health help-seeking intention among health workforce in Pahang: Validation of mbace, barriers, associated factors, and the development of psyhelp pocket guide [Doctoral dissertation, Universiti Sains Malaysia]. https://eprints.usm.my/61096/1/Muhammad%20Syafiq%20Kunyahamu-E.pdf

Lannin, D., & Bible, J. (2022). Self-stigma of seeking help: A meta-analysis. In D. L. Vogel & N. G. Wade (Eds.), The Cambridge Handbook of Stigma and Mental Health (pp.111-142). Cambridge University Press.

Leonhardt, N. D., Willoughby, B. J., & Young-Petersen, B. (2018). Damaged goods: Perception of pornography addiction as a mediator between religiosity and relationship anxiety surrounding pornography use. Journal of Sex Research, 55(3), 357–368. https://doi.org/10.1080/00224499.2017.1295013

Lewczuk, K., Szmyd, J., Skorko, M., & Gola, M. (2017). Treatment seeking for problematic pornography use among women. Journal of Behavioral Addictions, 6(4), 445–456. https://doi.org/10.1556/2006.6.2017.063

Lim. M., Shin, L. W., Chin, C. Y., Ka, S. L., & Yang, T. T. (2024). The decline in intentions to stop watching pornography among young adults. Sexual and Relationship Therapy, 40(1), 89–106. https://doi.org/10.1080/14681994.2024.2304673

Lim, M. (2017). Factors related to intention to stop pornography viewing among Malaysian youth Facebook users [Masters thesis, Universiti Putra Malaysia]. http://psasir.upm.edu.my/id/eprint/70427

Martini, D., & Gangadharbatla, H. (2023). Pornified content in social media: Exploring the impact on Brazilian addicts. The Journal of Social Media in Society, 12(1), 257-285.

Maryam, D., & Mehran, A. (2018). Theory of planned behavior, self-stigma, and perceived barriers explains the behavior of seeking mental health services for people at risk of affective disorders. Asian Journal of Social Health and Behavior, 1(2), 54-61. https://doi.org/10.4103/SHB.SHB_27_18

Mattebo, M., Tydén, T., Häggström-Nordin, E., Nilsson, K. W., & Larsson, M. (2018). Pornography consumption and psychosomatic and depressive symptoms among Swedish adolescents: A longitudinal study. Upsala Journal of Medical Sciences, 123(4), 237–246. https://doi.org/10.1080/03009734.2018.1534907

Nagai, S., Kimura, M., Honda, M., & Iida, T., & Mizuno, H. (2023). Gender differences in help‐seeking: A meta‐analysis of Japanese studies, including unreported data. Japanese Psychological Research, 68(2), 212-231. https://doi.org/10.1111/jpr.12467

Paul, B., & Shim, J. W. (2008). Gender, sexual affect, and motivations for internet pornography use. International Journal of Sex Health, 20, 187–199.

Privara, M., & Bob, P. (2023). Pornography consumption and cognitive-affective distress. The Journal of nervous and mental disease, 211(8), 641–646. https://doi.org/q224

Qadri, M. H., Waheed, A., Munawar, A., Saeed, H., Abdullah, S., Munawar, T., Luqman, S., Saffi, J., Ahmad, A., & Babar, M. S. (2023). Physiological, psychosocial and substance abuse effects of pornography addiction: A narrative review. Cureus, 15(1), e33703.

Rimti, F. H., Ripon, R. K., Zubayer, A. A., Rimu, F. H., Rahman, Q. M., Nailah, M. T., Rahman, T., Sarkar, T. Y., Islam. M. R., Das, T., Nipun, K. I., Sabuz, M. S., Akhter, I., Nandi, A. K., Ilman, A., & Hawlader, M. D. D. (2025). Examining the relationship between problematic pornography use and mental health status among adolescents of Bangladesh. Research Square. https://doi.org/10.21203/rs.3.rs-3870491/v2

Sarnon, N., Sharif, N. H. M., Mokhtar, D., Zakaria, S. M., Zakaria, E., others. (2020). “Tahu salah tapi mahu”: Cabaran remaja perempuan berhenti menonton pornografi. Jurnal Psikologi Malaysia, 34(2), 227–239.

Shi, W., & Hall, B. J. (2021). Help-seeking intention among Chinese college students exposed to a natural disaster: an application of an extended theory of planned behavior (E-TPB). Soc Psychiatry Psychiatr Epidemiol, 56, 1273–1282. https://doi.org/rb9b

Shukri, F. M., Zailuddin, M. F. N. O., Hamadun, F., Harun, N. A. N., Marzuki, I. N., Ariffin, M. A., Hamid, H. (2024). The impact of online streaming platforms on the film industry and film-viewing culture in Malaysia. Journal of Entrepreneurship and Business. 12(1). 101-115. https://doi.org/10.17687/jeb.v12i1.1194

Simran, S., Sharma, K., & Srivastva, D. (2022). Effect of pornography addiction and dating anxiety in relation to mental health. International Journal of Health Sciences, 6(1). https://doi.org/10.53730/ijhs.v6nS1.7366

Štulhofer, A., Jurin, T., Graham, C., Janssen, E., & Træen, B. (2019). Emotional intimacy and sexual well-being in aging European couples: A cross-cultural mediation analysis. European Journal of Ageing, 17(1), 43-54. https://doi.org/rb9c

Tan, S. A., Goh, Y. S., Zaharim, N. M., Gan, S. W., Yap, C. C., Nainee, S., & Lee, L. K. (2022). Problematic internet pornography use and psychological distress among emerging adults in Malaysia: Gender as a moderator. International Journal of Environmental Research and Public Health, 19(6), 3682. https://doi.org/10.3390/ijerph19063682

Thongmak, M. (2021). Predictors of online search performance: A uses and gratification perspective. Knowledge Management & E-Learning, 13(3), 367–389. https://doi.org/10.34105/j.kmel.2021.13.019

Vieira, C., & Griffiths, M. D. (2024). Problematic pornography use and mental health: A systematic review. Sexual Health & Compulsivity, 31(3), 207-247. https://doi.org/q23f

Vogels, E. A. (2018). Loving oneself: The associations among sexually explicit media, body image, and perceived realism. The Journal of Sex Research, 56(6), 778-790. https://doi.org/10.1080/00224499.2018.147554

Vogel, D. L., Armstrong, P. I., Tsai, P. C., Wade, N. G., Hammer, J. H., Efstathiou, G., ... & Topkaya, N. (2013). Cross-cultural validity of the Self-Stigma of Seeking Help (SSOSH) scale: Examination across six nations. Journal of Counseling Psychology, 60(2), 303.

Ward, L. M., Erickson, S. E., Lippman, J. R., & Giaccardi, S. (2016). Sexual media content and effects. in M. Powers (Ed.), Oxford Research Encyclopedia of Communication. Oxford Academy. https://doi.org/10.1093/acrefore/9780190228613.013.2


Refbacks

  • There are currently no refbacks.


e-ISSN: 2289-1528