Is Consumer Culture Good For Women? a Study of the Role of Consumer Culture in Disadvantaged Women’S Gender Role Negotiation

Zuzana Chytkova, University of Economics, Czech Republic
Dannie Kjeldgaard, University of Southern Denmark, Denmark
Consumer culture is often perceived as a force that drives the perpetuation of patriarchy as discussed in feminist consumer research literature. Findings from Romanian women immigrants to Italy indicate that the ideology of consumer culture by favouring feminine values becomes a resource for women’s gender performance.
[ to cite ]:
Zuzana Chytkova and Dannie Kjeldgaard (2012) ,"Is Consumer Culture Good For Women? a Study of the Role of Consumer Culture in Disadvantaged Women’S Gender Role Negotiation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 854-855.