The Transformative Potential of Feminist Critique in Consumer Research

Miriam Catterall, Pauline Maclaran, Lorna Stevens

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

    6 Citations (Scopus)


    Given the importance of gender in consumer research, one might expect feminist perspectives to be at the forefront of critical engagement with consumer behaviour theory. However, in recent years, critical, feminist voices have been barely audible. This paper explores the value of, and insights offered by, feminist theories and feminist activism, and how feminist theory and practice has altered our understanding of gendered consumption. It then argues that postmodern and postfeminist perspectives have diluted feminism's transformative potential, leading to a critical impasse in marketing and consumer research. In conclusion we suggest that feminist perspectives, notably materialist feminism, may open up fresh new possibilities for critique, and interesting and worthwhile areas for transformative research in consumer behaviour.
    Original languageEnglish
    Title of host publicationAdvances in Consumer Research
    Place of PublicationUS
    PublisherAssociation for Consumer Research
    ISBN (Print)to follow ...
    Publication statusPublished (in print/issue) - 1 Apr 2006


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