This study investigates male consumer behaviour in the spa consumption context. With increasing attention to physical appearance in the postmodern era, contemporary men are becoming an appropriate focus for the attention of the beauty and wellbeing industries. Nevertheless, men’s body aestheticization and wellbeing practices have rarely been the topic of academic discussion in the marketing field. Hence, this study unveils the rationale behind male customers’ decisions to consume various spa services, known as enhancers of physical appearance and wellbeing.
|Publication status||Accepted/In press - Jun 2014|