The TCR perspective of gender: moving from critical theory to an Activism-Praxis Orientation

Steinfield, L. and Littlefield, J. and Hein, Wendy and Coleman, C. and Zayer, L.T. (2019) The TCR perspective of gender: moving from critical theory to an Activism-Praxis Orientation. In: Dobscha, S. (ed.) Handbook of Research in Gender and Marketing. Cheltenham, UK: Elgar Publishing. ISBN 9781788115377.

Abstract

Applying a transformative consumer research (TCR) perspective urges scholars to adopt a critical praxis. In this chapter we explore what a TCR approach entails and how the proposed Transformative Gender Justice Framework is well suited to help practitioners and scholars address gender-based injustices. We highlight topics in marketing and consumer behavior studies within TCR that might benefit from the addition of a gender focus, and research on gender outside of TCR that might gain from the integration of a transformational perspective. We conclude by reflecting on the activism and praxis orientations that this integration could help stimulate both outside and within academia. Keywords: transformative consumer research, critical praxis, gender justice, inequality, recognition theory, capabilities approach, critical feminism, intersectionality theory, marginalized genders and marginalized identities

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