Consumers with traditional attitudes of gender role are less likely than the consumers with liberal gender roles. This attitude also helps in cross-gender brands and products. The behaviour of consumers can be explained by gender, identity and gender attitudes. Shopping has been the current consumer culture allows men to do shopping for themselves. Men are now shopping for grooming products and spending time and money for purchasing such products. They shop for the products which reflect their self identity and gender attitude.
The gender attitudes also serve as the motivation for the self-identity, self-esteem and self-concept. “Egalitarian women are more likely to have careers in high-paying fields that require positive personal images and they are more likely to psychologically involve themselves with specific products for the purpose of self expression” (Fischer and Arnold, 1990; Schaninger and Buss, 1985).
The brand loyalty is also affected by the gender attitudes of the consumers. The brand loyalty allows the consumer to use the product and buy it again. The previous researches about gender and identity suggest that psychological involvement is very vital for the consumer perception and gender identities. Consumer culture has transformed the contemporary relation of consumers with material world (Fischer and Arnold, 1990). The girls are also active in the physical activities and sport in the contemporary world. In the traditional culture, women were considered to play the role of daughter and mother, and physical activities were for men (McCabe, 2001). With the change in attitude, women are actively taking part in sports and buying the brands which were earlier labelled for men. The lifestyle of consumers has been changed and thus their gender identity has also changed.
Talking about sports and politics were the subjects for male and female were less likely to involve in such conversations. Thus, it could be said that sport served as the identifying referent about males (McCabe, 2001). The consumption of sports or the sport products was validated as the factor of male experience or masculine image. With the advent of technology and most frequently used machines like television and computers, and the consumer culture has been significantly influenced.