Consumptive Behaviour in Metrosexual

Abstract

This study aims to determine the description of metrosexual behaviour, consumptive behaviour, and factors that influence consumptive behaviour in metrosexual men. The approach used in this research is a qualitative approach in the form of a case study with the research subject a 23-year-old metrosexual man who lives in the city of Bandung. In this interview using the guided interview method and with non-participant observation. Based on the research results obtained, it can be concluded that in general it can be said that the subject undergoes metrosexual behaviour, this is reflected in the subject's extravagant behaviour, maintaining appearance to build a new image, excessive shopping, doing body care. Consumptive behaviour carried out by the subject as a metrosexual man can be seen from the subject's large amount of income, always using the latest gadgets, prioritising fulfilling wants over needs, buying new items every month, and clubbing. The factors that cause the subject to carry out consumptive behaviour can be concluded that the subject wants to maintain the good name of the parents, the pleasure after shopping, and the negative opinions of others encourage the subject to be more all out.