Advances in Social Behavior Research

Advances in Social Behavior Research

ASBR ICEIPI 2022, 03 March 2023

Open Access | Article

Analysis of Feminism in Consumerism Research

Yujia Zhu * 1
1 School of Media, Communication and Sociology, University of Leicester, Leicester, United Kingdom, LE1 7RH

* Author to whom correspondence should be addressed.

Advances in Social Behavior Research, ASBR ICEIPI 2022, 670-675
Published 03 March 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yujia Zhu. Analysis of Feminism in Consumerism Research. ASBR (2023) ASBR ICEIPI 2022: 670-675.


On June 12, 2020, a self-made talent show featuring women was shown for the first time on Mango TV. Thirty female performers who were born before 1990 were cast in the program. Sisters Who Make Waves is one of several internet variety programs dominated by youthful superstars that create a portrayal of numerous successful sister identities. From a feminist standpoint, these internet films and television series now portray more mature and autonomous female characters. It was found that women who write and make art use their own voices more and more. The independent pictures of the sisters have a lot of cultural symbolism, and these new pictures help the audience imagine a community. But people need to be aware of how the commercialization of new media affects women. The purpose of this paper is to investigate the evolution of the relationship between consumerism and feminism, as well as how feminist research influences and promotes consumer and marketing research in practice. Therefore, the most recent literature review will be used to cover the history. The results show that in terms of marketing, feminist consumerism makes commercial sense. It builds brand loyalty and increases sales by promoting a broader consumer culture model of dissent.


Marketing Research, Feminism, Critiques., Consumerism


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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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