Gender and Social Relations of Consumption

  • Dieter BögenholdEmail author
  • Farah Naz


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.


Gender Consumer culture Consumption 


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  1. 1.Department of SociologyUniversity of KlagenfurtKlagenfurt, CarinthiaAustria
  2. 2.Department of Sociology and CriminologySargodha UniversitySargodhaPakistan

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