Perceptions and attitudes of university-going young adult males about metrosexuality – an exploratory study

Authors

Farheen Faiyaz
Carissa P.S. D’souza, Institute of Business Administration, Karachi, Pakistan
Nasir Ahmed Syed

Abstract

The present research explores the awareness, acceptability, perceptions and attitudes of university going students towards Metrosexuality. The participants were university going young adult males residing in Karachi. Data was collected through in-depth interviews. The findings revealed that though awareness is high, acceptability is relatively low. Metrosexuals are perceived as being professionally successful. Main factors influencing perceptions and attitudes were Media, Peer, Work Associates and Culture. Work associates were important in developing attitudes where as cultural norms acted as major deterrent in changing attitudes towards metrosexuality. Opening up of attitudes towards metrosexuality has provided an opportunity for marketers.

Keywords

Metrosexuality, Adolescent males, Perception

DOI

https://doi.org/10.54784/1990-6587.1101

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Recommended Citation

Faiyaz, F., D’souza, C. P., & Syed, N. A. (2006). Perceptions and attitudes of university-going young adult males about metrosexuality – an exploratory study. Business Review, 1(1), 140-154. Retrieved from https://doi.org/10.54784/1990-6587.1101