Gender Justice and the Market: A Transformative Consumer Research Perspective

Despite growing awareness of the importance of gender equality in the advancement of global economies, the involvement of marketing and policy in (re)producing and resolving gender injustices remains understudied. This article proposes a transformative consumer research approach to studying gender-r...

Full description

Saved in:
Bibliographic Details
Published inJournal of public policy & marketing Vol. 35; no. 2; pp. 223 - 236
Main Authors Hein, Wendy, Steinfield, Laurel, Ourahmoune, Nacima, Coleman, Catherine A., Zayer, Linda Tuncay, Littlefield, Jon
Format Journal Article
LanguageEnglish
Published Los Angeles, CA American Marketing Association 01.09.2016
SAGE Publications
SAGE PUBLICATIONS, INC
Subjects
Comprehension
Distributive justice
Equality
Gender
Gender equity
Gender studies
Intellectuals
Marketing
Markets
Participation
Policy making
Social justice
Tourism
recognition
capabilities
social justice
transformative consumer research
gender justice
Online AccessGet full text

Cover

More Information
Summary:Despite growing awareness of the importance of gender equality in the advancement of global economies, the involvement of marketing and policy in (re)producing and resolving gender injustices remains understudied. This article proposes a transformative consumer research approach to studying gender-related issues. It develops the "transformative gender justice framework" (TGJF), which identifies perspectives from three enfranchisement theories: social and distributive justice, capabilities approach, and recognition theory. By applying a multiparadigmatic analysis, the authors encourage a dialogic and recursive approach so that scholars and policy makers can assess the interactions between structural, agentic, and sociocultural forces that underlie gender injustices. They argue the TGJF is necessary for full comprehension of the complex, systemic, glocalized, institutionalized, and embodied nature of gender injustices, as well as how policy, markets and marketing can both perpetuate and resolve gender injustices. To demonstrate the TGJF's analytical power, the authors apply the framework to one site of gender injustice (i.e., the sex tourism industry), propose applications across additional sites, and discuss questions it raises for future research.
ISSN:0743-9156
1547-7207
DOI:10.1509/jppm.15.146