Shopping For Freedom: Moroccan Women's Experience in Supermarkets

Our ethnographic search among Moroccan women contributes to the existing dialogue between philosophical, cognitive, and socio-cultural approaches on consumer freedom. We explore how consumers construct their freedoms within the specificities of their socio-cultural contexts. We propose an emergent conceptualization of consumer freedom that includes social dimensions.



Citation:

Delphine Godefroit-Winkel, lisa penaloza, and Sammy Kwaku Bonsu (2018) ,"Shopping For Freedom: Moroccan Women's Experience in Supermarkets", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 563-564.

Authors

Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding

Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway

Read More

Featured

F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Featured

Born to Shop? A Genetic Component of Deal Proneness

Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.