Research Question
Do participants report conformity in their consumption, and how does it appear in their experiences?
This study examines informational and normative social influence among LGBTQ+ consumers recruited through online platforms in mainland China. It combines self-reported survey responses with a focus group exploring identity, belonging, and consumption.
Method
An online convenience sample produced 119 responses, of which 112 were valid. Recruitment included Blued, Finka, and Rela. The questionnaire used a five-point Likert scale based on informational and normative social influence. Internal consistency was α = .82, and both dimensions had a mean score of 3.78. Six survey respondents then volunteered for a focus group, analysed using Braun and Clarke’s six-phase thematic approach.
What I Found
Participants described choosing products with group-identifiable symbols, supporting inclusive brands, and following community consumption trends. The survey scores indicate self-reported susceptibility to social influence within this sample. The focus group suggests that these choices can express identity and belonging.
Scope and limitations
Convenience recruitment, self-reported responses, and a six-person focus group limit generalisability. The findings describe the participants’ experiences and do not establish prevalence across all LGBTQ+ consumers in mainland China or a causal link between social exclusion and purchasing. They offer questions for further research rather than a tested marketing formula.
Motivation
I want to do something meaningful to society. Minority groups in the Chinese mainland deserve attention, and I hope this study can promote greater understanding and support for them.
