How Does Commodity Feminism Influence Female Consumer Behaviors? Reasons, Processes, and Results

Abstract

According to existing literature, consumer behavior has a long research history and is rooted in psychology. Moreover, as society develops, there is an increasing awareness of gender equality as the economic status of women grows. Thus, it has become more pervasive for companies to incorporate feminist ideals into their market strategies. Therefore, the relationship between commodity feminism and female consumer behavior is increasingly important. Past literature focused on exploring the impact of external factors, such as feminism, purchasing patterns, and decision-making. Furthermore, the concept of commodity feminism has been underscored in recent research. Being seen as a vital element influencing consumer behavior, it attracted a lot of attention in the scholarly field. Feminism, when commodified, is incorporated into market strategies to align with the values of target consumers and thus promote sales. This concept not only shows the large market power females have held in recent years but also contributes to influencing consumer behavior by providing a sense of satisfaction and fulfillment to consumers through their purchases. This study explores how external efforts made by companies to align with feminist ideals influence purchasing decisions and consumer loyalty. Furthermore, it examines how businesses incorporate feminist values in their marketing strategies, leading to various societal and economic impacts and different marketing effectiveness. Ultimately, through this analysis, this essay offers insights into the interaction between feminism and consumerism in the present market, thus providing implications for companies seeking to balance authenticity and profit maximization in their use of feminist ideals. Additionally, it also offers implications for consumers aiming to make rational and conscious purchasing decisions, as well as for scholars conducting further studies.