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



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