Shopping behaviour among gay men: issues of internalized homophobia and self-esteem

Connections among internalized homophobia, self-esteem and various shopping behaviours are investigated. Internalized homophobia, which affects nearly all gay men to some degree, and self-esteem may affect shopping behaviours such as credit card debt, venue of shopping, enjoyment from shopping, amou...

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Bibliographic Details
Published in:International journal of consumer studies 2007-07, Vol.31 (4), p.333-339
Main Authors: Reilly, Andrew, Rudd, Nancy A
Format: Article
Language:English
Subjects:
Attitude surveys
Behavior
Consumer behavior
Credit cards
Customer satisfaction
Data collection
Debts
Discount department stores
Enjoyment
gay men
Gays & lesbians
Homophobia
Homosexuals
Polls & surveys
Self esteem
Selfesteem
Shopping
Studies
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Summary:Connections among internalized homophobia, self-esteem and various shopping behaviours are investigated. Internalized homophobia, which affects nearly all gay men to some degree, and self-esteem may affect shopping behaviours such as credit card debt, venue of shopping, enjoyment from shopping, amount of time spent shopping and frequency of shopping. Data from 213 gay men were collected using an Internet-survey design. Results demonstrate that internalized homophobia has weak to moderate effects on thrift store shopping, discount store shopping and credit card debt. Although self-esteem did not predict shopping behaviour, it was correlated with shopping enjoyment. Implications, limitations and future research are discussed.
ISSN:1470-6423
1470-6431
DOI:10.1111/j.1470-6431.2006.00558.x