An exploration of consumption strategies of Chinese homosexuals with social stigma

Abstract

This research investigates what consumption strategies are used by Chinese homosexuals in social places where the stigma of homosexuality exists. This paper includes theories related to social places, gay spaces, legitimate image and social stigma. The findings identify three major categories of social places with significant others. The findings also reveal five consumption strategies that are used by Chinese homosexual in social places. The cultural settings reflect the power distribution of the social spaces while the consumption strategies reflect by Chinese homosexuals’ reactions to the significant others and power distribution.