Gender Stereotypes Be Gone: Creating Marketspace Inclusivity

Enhancing consumer wellbeing is a salient concern in the consumer behavior discipline. The construction of consumers in a binary gendered manner can jeopardize consumer wellbeing, which can directly compromise marketspace inclusivity. Our ethnography engaged transgender youths as informants to develop a resultant set of recommendations/guidelines intended to enhance consumer inclusivity.


Stephanie Voyer and Peter Voyer (2021) ,"Gender Stereotypes Be Gone: Creating Marketspace Inclusivity", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 141-145.


Stephanie Voyer, York University
Peter Voyer, University of Windsor


NA - Advances in Consumer Research Volume 49 | 2021

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