Pink money in Thai fashion industry.

Abstract

This research will explore the factors that affect the purchasing intention of clothes of gay men in Bangkok to help the fashion store understand their customers better. Quantitative research methodology was applied in this research by collecting data via online questionnaire with limited age group to reduce the difference in generation gap preferences. The respondents are those who are gay men in Bangkok and recently shopped for clothes in the past three month. The result shows that attitudes of individual and individual perception significantly influence the purchasing intention. On the contrary, subjective norms does not have an effect on the purchasing intention of gay men in Bangkok. The fashion stores that target gay men should stay up to date with the fashion trends because customers in this segment tend to be fashionable. Furthermore, good atmosphere in the store can also enhance the purchasing intention of this group of customers.