Management Dissertation案例：女性消费主义

小结

本dissertation的目的是通过识别价值链来揭开千禧一代女性购买女权主义时尚的潜在动机。通过对实际购买过女权主义时尚商品的千禧一代进行深入的阶梯式访谈，发现了促使她们选择消费女权主义时尚商品的七个潜在价值。本研究发现，千禧一代女性消费者购买女权主义商品的动力不仅仅在于展现正面形象和/或与内部价值观保持一致的愿望，正如文献所呈现的亲社会行为。相反，由于女权主义时尚商品的性质是有争议的，千禧一代女性也被打破现状的愿望所驱使。

Dressed to Disrupt: Motivations Behind Millennial Women Consuming Feminist Fashion

(Title)

Abstract

The purpose of this study is to demystify the underlying motivations of the millennial women purchasing feminist fashion, by identifying frequently occuring value chains. Following a means-end approach and using in-depth laddered interviews of millennials who have actually purchased feminist fashion commodities, this research found seven underlying values that drive their choice to consume feminist fashion commodities. The ubiquitous ‘Girl Power’ narrative in fashion stores and online is unmissable. A Fourth wave of feminism has descended onto the marketplace, fuelled by millennials who are using their remarkable online connectivity and consumption habits to take a stand for social justice. Brands are acknowledging the power of associating themselves with empowering female narratives, as a means to expand markets and remain relevant to young consumers. The results offer qualitative insight into how management should market fashion commodities with feminist signifiers, pointing towards a variety of target segments: Educators, Rebels, Self-Expressors, Community Builders, Self-Esteem Seekers and Helpers. Each segment is driven by a correlating underlying value including the desire to educate others about feminism, rebellion in the face of society’s sexism, feeling a sense of belonging to a community, self-esteem and supporting others. This study has identified that female millennial consumers purchasing feminist commodities are not solely driven by the desire to present a positive image and/or the desire to remain consistent with internal values, as presented by literature into prosocial behaviour (Kristofferson et al., 2016). Instead, since the nature of feminist fashion commodities is controversial, millennial women are also driven by the desire to disrupt the status quo.

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4. JK Essay-Dissertation Sample-Dressed to disrupt_Motvations behind millennial women consuming feminist fashion.pdf