Luxury clothing: a mirror of gay consumers sexual option?

• Autores: Joyce Gonçalves Altaf, Irene Raguenet Troccoli, Christiane Bara Paschoalino, Maria Angélica Luqueze
• Localización: RECADM, ISSN-e 1677-7387, Vol. 11, Nº. 1, 2012, págs. 162-177
• Idioma: inglés
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• Resumen

  • Through a qualitative exploratory research, the present paper investigates the behaviour of Brazilian gay consumers as to their luxury clothing consumption, assuming that this behaviour might help the construction of their self-concept once those products reflect their sexual option. A bibliographical review is followed by the results for in-depth interviews with 12 gay men, and completed with the use of a semantic scale that measures the interviewees' self-concept and luxury clothing concept. An examination of the results is followed by their implications, indicating that the self-concept directly influences the male gay's buying behaviour in this market.