CBR - Consumer Behavior Review
Novas Concepções de Gênero: O homem vaidoso e os tipos de consumidores metrossexuais
The pressure for gender equality promoted by the feminist movement of the 70s has led to new behavioral and consumption patterns of women and men, leading to the emergence the figure of the metrosexual, a man heterosexual, but very vain. In the light of the transformative research of the consumer, this "new man" aims to consume products once aimed at the woman in parallel with their sexual choice. Some Brazilian authors researched this consumer, but none of them made a distinction of consumption profile of these men according to their gender identity and metrosexual characteristics, objective of this research. Was conducted a survey to obtain 212 valid questionnaires that were treated by cluster analysis, which defined six profiles of the metrosexuals men. This analysis made it possible to understand that this consumer demonstrates his vanity at extremes, where the man who has litlle vain man has a macho vision of the masculine roles, and that the one who seeks for utopian beauty expands conceptions of gender identity.