Shopping Behavior Among Gay Men

Abstract

Literature on gay men and body image are examined in relation to shopping behaviors, with hypotheses developed to test whether one's body image affects consumer choices. The researchers studied credit card debt, shopping frequency, amount of time spent shopping, and shopping venue. An online questionnaire was used to collect data from 213 gay men. Results indicate that Appearance Orientation positively affects shopping in a specialty store, shopping in a thrift store, frequency of shopping, and time spent shopping, whereas Appearance Satisfaction negatively affects television shopping. Thus, body image and shopping are linked. For many gay men, shopping may be a means of establishing or reinforcing cultural identity or a way to express individuality and novelty. Findings can be used by academics and practitioners in developing and examining innovative retail environments. Future research is discussed.

Perfect bodies

“…Based on consumer culture theory, the current study replicated and extended Reilly et al (2008) in two ways. First, the authors conceptualized body image through multiple measures, including dissatisfaction, shame, appearance orientation, drive for leanness, muscle dysmorphia, and internalization of different societal appearance ideals, which more closely aligned with the realities of how gay men view their bodies (e.g.…”

“…Unlike Reilly et al (2008), who measured shopping behavior using four items about frequency of shopping, venue, time spent shopping, and frequency of shopping for specific products, this study assessed product importance, specifically for apparel and grooming products. Ten items from Lastovicka and Gardner’s involvement scale were used to assess the dimension of product importance (Jensen et al , 1989; Lastovicka and Gardner, 1979).…”

“…cosmetics) and fashionable dress (e.g. luxury brands; Altaf et al , 2012; Kates, 2002; Reilly et al , 2008; Rudd, 1996; Vandecasteele and Geuens, 2009). Dress for gay men is primarily used to communicate sexual orientation, value, personality, and belonging to their community (Schofield and Schmidt, 2005).…”

“…In a sample of 730 men (primarily heterosexual), Strubel and Petrie (2016) found that men’s dissatisfaction with their bodies, involvement with their appearance, and internalization of appearance ideals were all related to how important grooming and apparel products were in their lives. Further, gay men’s appearance orientation (their investment in their appearance) predicts increased frequency of shopping for clothing, fragrances, and other grooming products (Reilly et al , 2008). In another study, the majority (82 percent) of the men said they felt more attractive when they were well-groomed, and half reported experiencing increased pressure to look attractive and maintain a youthful appearance, thereby motivating them to invest more in beauty products (Men’s Personal Care, 2014).…”

“…Despite clear evidence of the importance of physical attractiveness and appearance among gay men (Alvarez, 2008; Murray and Touyz, 2012; Tiggemann et al , 2007) and gay men’s involvement with, and use of, appearance-enhancing products (Altaf et al , 2012; Dodd et al , 2005), few studies have examined the relation of these two areas with body image (e.g. Reilly et al , 2008). With a continuing growth in consumer spending in the gay community (Fuller, 2013), analyzing consumption and product involvement of gay men in relation to how they feel about their bodies and appearance will be of benefit for academia, marketers, and fashion retailers.…”