Feminization of Global Consumption: a Movement Toward Equity; Explanation and Initial Research Agenda

The objective of this manuscript is to explore the role of feminine and masculine values and their bearing on consumption in the global marketplace. Limited research exists in the feminine values and feminism in marketing (e.g., Bristor and Fischer 1993; Costa 1994; Hirschman 1993; Palan 2001; Stern 1993). To accomplish this objective we begin with research questions and discussion of cultural value systems and their components. We illustrate how a nation’s value system shapes consumption. We seek to discuss and investigate a trend among consumers to spend in ways that support their values of equity for consumers and producers (Ray and Anderson 2000).



Citation:

Mary Conway Dato-on and Catherine McCabe (2006) ,"Feminization of Global Consumption: a Movement Toward Equity; Explanation and Initial Research Agenda", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 71-73.

Authors

Mary Conway Dato-on, Northern Kentucky University, USA
Catherine McCabe, Suffolk University, USA



Volume

LA - Latin American Advances in Consumer Research Volume 1 | 2006



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