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.
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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
Metadata
| Item Type: | Book Section |
|---|---|
| Additional Information: | This draft chapter has been published by Edward Elgar Publishing in 2018. |
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Research Centres and Institutes: | Innovation Management Research, Birkbeck Centre for |
| Depositing User: | Wendy Hein |
| Date Deposited: | 22 Feb 2019 08:11 |
| Last Modified: | 17 Jul 2025 01:09 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/24116 |
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- The TCR perspective of gender: moving from critical theory to an Activism-Praxis Orientation. (deposited 22 Feb 2019 08:11) [Currently Displayed]
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