This paper intends (1) to know the metrosexual consumer characteristics that could affect their intentional or unintentional behavior as a consumer, (2) to explore metrosexual consumers’ leisure symbolic consumption, and five hundred seventy-seven males above 18 in Southern Taiwan participated in this research. Quantitative method was employed to collect data and descriptive analysis to analyze the data. The results of this study show that the males in Taiwan are prudential and authentic consumers. They cared about their appearance and spent time and money to take care of their appearance. The metrosexual could be regarded more authentic consumers than superficially-valued consumers. Thus, the new phrase for the Taiwan metrosexual icon can be denominated as “Authentic chic.”
Keywords: Leisure symbolic consumption, Metrosexual, Taiwan
