Gender and Social Relations of Consumption
Researchers are increasingly interested in exploring the way specific consumption behaviours are given gendered meanings. This chapter aims to explore how attributes such as gender have their own impact on the way in which consumption is realized. It is argued that although, historically, feminine activities at home were considered to be part of their gender role obligations, a closer look at the history of women’s consumption behaviour reveals that they have had a paradoxical relationship with production and consumption. On the one hand gender and capital work together to reflect the traditional dichotomized relationship between males and females. On the other hand mass consumer culture has carved out the possibility for women to subvert the traditional complex of qualities associated with them such as feminine dependence, passivity, religious piety, domestic inwardness, sexual purity and maternal nurture.
KeywordsGender Consumer culture Consumption
- Firat, A., Kutucouglu, K. Y., Arikan Saltik, I., & Tuncel, O. (2013). Consumption, Consumer Culture and Consumer Society. Journal of Community Positive Practices, 13(1), 182–203.Google Scholar
- Flrat, F. A. (1991). Consumption and Gender: A Common History (J. A. Costa, Hrsg.). GCB—Gender and Consumer Behavior, 1, 378–393. Abgerufen am June 20, 2018 von Association for Consumer Research: http://www.acrwebsite.org/volumes/15529/gender/v01/GCB-01.
- Goffman, E. (1979 ). Gender Advertisements. London: Macmillan.Google Scholar
- Leach, W. R. (1984, September). Transformations in a Culture of Consumption: Women and Department Stores, 1890–1925. The Journal of American History, 71(2), 319–342.Google Scholar
- Mayne, I. (2000). The Inescabable Images: Gender and Advertising. Equal Opportunities International, 19(2/3/4), 56–61.Google Scholar
- McDermott, J. (2004). Economics in Real Time: A Theoretical Reconstruction. Ann Arbor: University of Michigan Press.Google Scholar
- Power, K., & Mount, O. (2010). The Role of Formal and Informal Forces in Shaping Consumption and Implications for Sustainable Society: Part II. Sustainability, 2, 2573–2592. https://doi.org/10.3390/su2082573.
- Reid, S. E. (2002). Cold War in the Kitchen: Gender and the De-stalinization of Consumer Taste in the Soviet Union Under Khrushchev. Slavic Review, 61(2), 211–252.Google Scholar
- Ünal, D. A., & Dirlik, O. (2014). Consumption Motivations of Women as a Mother and a Wife. Procedia—Social and Behavioral Sciences, 109, 886–890.Google Scholar
- Unal, D. A., Dirlik, O., & Otamis, P. A. (2012). A Qualitative Research to Explore the Purchase Behavior Determinants of Middle-Aged Women. Procedia—Social and Behavioral Sciences, 62, 1337–1341.Google Scholar
- Veblen, T. (2007 ). The Theory of the Leisure Class: An Economic Study of Institutions. London and New York: Macmillan.Google Scholar