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Understanding how beliefs shape sun protection behaviors is crucial for delivering culturally sensitive, congruent care. This is even more important in Indigenous communities where successful health promotion must align with traditional practices and local values. We explored how beliefs, shaped by cultural values, influence sun protection behaviors in Inuit residents of Nunavik.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods:<\/jats:title>\n                    <jats:p>Qualitative descriptive study using focus groups to collect information was conducted from June to August 2024 in 4 Nunavik communities. Inuit residents of Nunavik were recruited through flyers, word-of-mouth, and health workers\u2019 referrals. Data was analyzed thematically, guided by the theoretical underpinnings of both the health belief model and social cognitive theory.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results:<\/jats:title>\n                    <jats:p>A total of 106 participants [69 women (65.1%); mean age, 47.1\u2009years (standard deviation 13.3)] took part in 21 focus groups. The \u201creverse goggles tan\u201d on the face was perceived by participants as a badge of honor and a culturally endorsed marker of identity. This tan pattern, often earned through extended time spent outdoors on the land, was associated with strength, resilience, and a connection to traditional practices such as hunting, fishing, or camping. In this way, visible sun exposure or tan\/sunburn was not simply tolerated but valued, impacting clinical approaches to sun safety that define tanning primarily as a health risk.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusions:<\/jats:title>\n                    <jats:p>Sun protection beliefs among Inuit are deeply rooted in cultural identity and land-based practices. Evidence from this study will be used to advance culturally safe, health equity dermatologic care.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1177\/12034754261418252","type":"journal-article","created":{"date-parts":[[2026,2,16]],"date-time":"2026-02-16T12:51:56Z","timestamp":1771246316000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":1,"title":["Sun Exposure and the \u201cReverse Goggles Tan\u201d as a Badge of Honor in Canadian Inuit Northern Communities"],"prefix":"10.1177","volume":"30","author":[{"ORCID":"https:\/\/orcid.org\/0009-0007-7968-0377","authenticated-orcid":false,"given":"Arusa","family":"Shah","sequence":"first","affiliation":[{"name":"Facult\u00e9 de M\u00e9decine, Universit\u00e9 de Montr\u00e9al, Montreal, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Phedra","family":"Fadel","sequence":"additional","affiliation":[{"name":"Faculty of Medicine and Health Sciences, McGill University, Montreal, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Alexandra Sarah Victoria","family":"Kelly","sequence":"additional","affiliation":[{"name":"Research Institute of the McGill University Health Centre, Montreal, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Meghan","family":"Kanou","sequence":"additional","affiliation":[{"name":"Facult\u00e9 de M\u00e9decine, Universit\u00e9 de Montr\u00e9al, Montreal, QC, Canada"},{"name":"Division of Experimental Medicine, McGill University, Montreal, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Chen Rui","family":"Xie","sequence":"additional","affiliation":[{"name":"Ingram School of Nursing, McGill University, Montreal, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Angie","family":"Moshutz","sequence":"additional","affiliation":[{"name":"Faculty of Medicine and Health Sciences, McGill University, Montreal, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Agustina","family":"Hasbani","sequence":"additional","affiliation":[{"name":"Research Institute of the McGill University Health Centre, Montreal, QC, Canada"},{"name":"Department of Psychology, University of Quebec in Montreal, Montreal, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Said","family":"Dababneh","sequence":"additional","affiliation":[{"name":"Facult\u00e9 de M\u00e9decine, Universit\u00e9 de Montr\u00e9al, Montreal, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Sammy","family":"Pootoo","sequence":"additional","affiliation":[{"name":"Municipality of Salluit, Salluit, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Parsa","family":"Kitishimik","sequence":"additional","affiliation":[{"name":"Municipality of Kuujjuarapik, Kuujjuarapik, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Annie","family":"Kumarluk","sequence":"additional","affiliation":[{"name":"Municipality of Kuujjuaq, Kuujjuaq, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0562-4675","authenticated-orcid":false,"given":"Ivan V.","family":"Litvinov","sequence":"additional","affiliation":[{"name":"Research Institute of the McGill University Health Centre, Montreal, QC, Canada"},{"name":"St Mary\u2019s Research Institute, St Mary\u2019s Hospital Centre, Montreal, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Sandra","family":"Pel\u00e1ez","sequence":"additional","affiliation":[{"name":"Ingram School of Nursing, McGill University, Montreal, QC, Canada"},{"name":"Centre de Recherche du CHU Sainte-Justine, Montreal, QC, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2026,2,16]]},"reference":[{"key":"e_1_3_3_2_2","first-page":"61","volume-title":"Arctic Climate Impact Assessment","author":"Huntington H","year":"2005","unstructured":"Huntington H, Henry P, Fox S, Berkes F, Krupnik I. 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