Where spirituality and religion meet gender and sexuality: Towards a research agenda for intersectional marketing theory

Diego Rinallo, Jannsen Santana, Maria Carolina Zanette, Samuelson Appau, Jack Coffin, Giana M. Eckhardt, Katharina C. Husemann, Richard Kedzior, Mona Moufahim, Victoria Rodner, Lorna Stevens

Research output: Contribution to journalArticle

2 Citations (SciVal)

Abstract

During a roundtable discussion at the 2022 GENMAC Conference, a group of researchers specialising in religiosity and spiritual consumption, using examples from their own fieldwork, reflected on how i) researchers’ subject positionings – including their gender and sexuality – shape fieldwork in multifaceted manners; ii) investigations of religious/spiritual fields would benefit from a heightened sensitivity to issues of gender and sexuality; and iii) greater sensitivity to aspects of religion and/or spirituality can help gender and sexuality scholars better understand consumers and markets. Based on the above, in this commentary paper, we call for intersectional reflexivity, attention to vulnerability and discomfort during fieldwork, and critical sensitivity to the religious ‘context of context’ during theorization. Furthermore, we argue that specific spiritual/religious imaginaries can foster new research approaches that can contribute to more nuanced fieldwork and theorization in marketing and consumer research.
Original languageEnglish
JournalMarketing Theory
Early online date31 Jan 2023
DOIs
Publication statusE-pub ahead of print - 31 Jan 2023

Keywords

  • Gender, spirituality, religion, marketing

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