There has been a lack of research regarding gay entrepreneurs, as most focus on gay men in the workforce. In order to gain more perspective on what kind of challenges a gay entrepreneur might face,...Show moreThere has been a lack of research regarding gay entrepreneurs, as most focus on gay men in the workforce. In order to gain more perspective on what kind of challenges a gay entrepreneur might face, this study aimed to fill in some of the gaps in research, specifically regarding the implicit inversion theory. This study examined whether there was an adverse impact of a perceived misfit between homosexuality and job on purchase intention, as well as to whether moral identity had an effect on this relationship. Furthermore, this study also aimed to examine whether moral identity had a direct effect on purchase intention. A survey was conducted, with a total of 114 participants. There was no significant relationship found between perceived misfit between homosexuality and job and purchase intention, and moral identity did not moderate this relationship. However, moral identity was positively related to purchase intention. These initial findings suggest that there is a no stereotype of a perceived misfit affecting purchase intention. Furthermore, a higher moral identity seems to increase the likelihood of purchase intention for the services of a gay entrepreneur.Show less
