• Korean Journal of Human Ecology
• /
• v.19 no.1
• /
• pp.91-102
• /
• 2010

This study conducted a survey with 300 male respondents in their 20s to 50s, in order to examine the influence of personal variables, identity of gender roles, self-esteem and social-cultural attitude towards appearance on metro-sexual consumption. The findings are as follows: First, the majority of respondents experienced metro-sexual consumption in passive ways, such as purchasing cosmetics or perfume. Second, self-esteem differed by classification of identity of gender roles and the self-esteem was the most highly rated in non-classified, followed by in femininity, masculinity and androgyny. On the other hand, the non-classified group appeared to have the most highly social and cultural attitude toward appearance. Lastly, when examining the effect of personal variables, identity of gender roles, self- esteem and social-cultural attitude toward appearance on metro-sexual consumption, the results showed that the younger respondents who spend the highest monthly expenses on appearance, belong to the androgynous group and have the social-cultural attitude, are more likely to have a greater tendency towards metro-sexual consumption.