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Business Review

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

Creative Commons License

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

Published Online

February 19, 2021

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