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It’s time for men to groom up!
- Source :
- Journal of Consumer Marketing. 38:147-158
- Publication Year :
- 2020
- Publisher :
- Emerald, 2020.
-
Abstract
- Purpose This paper aims to systematically review male cosmetics consumption (CC) literature and, given the dearth of research about the topic, especially on Western emerging country contexts, to shed light on the paradoxical behaviour concerning male grooming by empirically assessing the impact of some psychological and demographic antecedents of consumption. Design/methodology/approach Six hypotheses derived from a systematic review of the literature were tested through structured equation modelling (SEM), based on data of 476 Brazilian men. Findings The results empirically sustain the positive influence of vanity and masculinity in grooming product consumption, with partial mediation of vanity between masculinity and consumption. Counterintuitively, it also confirms the negative influence of income. Age and marital status are not statistically relevant. Practical implications Practitioners should invest in marketing actions focusing on low-income men, who showed genuine interest in grooming products, promoting them as powerful tools to improve appearance and social recognition. Additionally, educational and wellness-related campaigns could be effective. Social implications Beyond profitability, economic growth and men’s well-being, the results might affect the whole society through male cosmetics' contribution to blending gender paradigms. Originality/value This study focuses on an economically relevant segment that defies the status quo. It is the first to systematically demonstrate the state of the art of male CC knowledge and to illuminate the role of psychological and demographic variables in influencing CC, enriching the literature on appearance, gender and consumption.
- Subjects :
- Marketing
Consumption (economics)
business.industry
Status quo
Mediation (Marxist theory and media studies)
media_common.quotation_subject
05 social sciences
Affect (psychology)
Marketing strategy
050903 gender studies
Masculinity
0502 economics and business
Marital status
050211 marketing
0509 other social sciences
Business and International Management
business
Psychology
Social psychology
Consumer behaviour
media_common
Subjects
Details
- ISSN :
- 07363761
- Volume :
- 38
- Database :
- OpenAIRE
- Journal :
- Journal of Consumer Marketing
- Accession number :
- edsair.doi...........8a9491904c11cf9193918de9334b2115