Conceptualizing Consumer Freedom: Liberating Shopping Practices Among Moroccan Women

This paper seeks to extend literature on the emancipatory potential of markets. Drawing on a three-year ethnography in Casablanca, we investigate practices by which Moroccan women, who are submitted to rigid social conventions, pursue social freedoms through emerging market conditions. We propose a new theoretical avenue of socio-cultural freedom.



Citation:

Delphine Godefroit-Winkel and Samuel K. Bonsu (2015) ,"Conceptualizing Consumer Freedom: Liberating Shopping Practices Among Moroccan Women", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 140-141.

Authors

Delphine Godefroit-Winkel, Ghana Insitute of Management and Public Administration, Business School, Accra, Ghana
Samuel K. Bonsu, Ghana Insitute of Management and Public Administration, Business School, Accra, Ghana



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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