LGBTQ and Consumption Trap: Sexual Minority and Rainbow Products—Why Do You Not Want to Buy Rainbow Products Anymore?

Abstract

With the emergence and the development of the power of LGBTQ (lesbian, gay, bisexual, transgender, queer), some companies and brands have tried to promote their products under the banner of LGBTQ, or take advantage of LGBTQ-identifyling celebrities to endorse them. The products used in the promotion methods, known as rainbow products, have made a lot of profit in the past, although many individuals (including heterosexuals) now show distaste for such promotion strategies. The objective of this research is to examine what people think of rainbow products in a branding context, and why they do or do not want to purchase these specific products. By means of an empirical analysis, a quantitative method is used. Participants (n=229) from China(mainland) and Australia are given a survey to gauge their experiences and attitudes toward rainbow products. The results show that (1) most participants reported that they would not purchase any rainbow products if they only had a spiritual use. (2) The attitude toward rainbow products is more conservative. (3) When people want to purchase rainbow products, the majority pay much attention to the attributes of the products themselves, such as quality, price, and practicality, instead of spiritual use.