Given the importance of gender in consumer research, one might expect feminist perspectives to be at the forefront of critical engagement with consumer behavior theory. However, in recent years, critical, feminist voices have been barely audible. This paper explores the value of, and insights offered by, feminist theories and feminist activism, and how feminist theory and practice has altered our understanding of gendered consumption. It then argues that postmodern and postfeminist perspectives have diluted feminism's transformative potential, leading to a critical impasse in marketing and consumer research. In conclusion, we suggest that feminist perspectives, notably materialist feminism, may open up fresh new possibilities for critique, and interesting and worthwhile areas for transformative research in consumer behavior.
|Number of pages||5|
|Journal||Advances in Consumer Research|
|Publication status||Published - 2006|
ASJC Scopus subject areas
- Economics and Econometrics
- Applied Psychology