“Menino eu sou é homem, e como sou...”: análise do comportamento de consumo de moda pelo público masculino

Abstract

The male public is increasingly concerned with its appearance, clothing and aesthetics. By studying men's relationship with fashion, it is possible to understand their consumption behavior, their interaction with other individuals, their power relations and the consolidation of their identity. The aim of this study was therefore to identify the behavioral characteristics of the male public when it comes to consuming fashion products. The study is characterized as descriptive and exploratory, of a qualitative nature. The data was collected using an online questionnaire prepared on Google Forms, adapted from the instrument used by Backes (2017) to find out the consumption characteristics of men and women. The survey involved 201 respondents, from a simple random sample, who were consulted via WhatsApp and Instagram. The results show that men with metrosexual, retrosexual and ubersexual profiles are not overly concerned with fashion products, although they are aware of the importance of these goods in their daily lives and appearance. Fashion in the male context is not aimed at the public adhering to trends, but rather at experimenting with opportunities and affirming their identity; men use fashion as a mechanism for promoting their individual selves.