No abstract

The last two decades have seen an exponential growth in research pertaining to gender issues in marketing and consumer research. This special issue of Marketing Theory, together with the ongoing Association for Consumer Research Gender, Marketing and Consumer Research conference series, now approaching its tenth iteration, demonstrates the continued interest in gender issues in our disciplines. Introducing the special issue, this paper’s remit is threefold: it maps the substantive and theoretical developments of gender research within our discipline; it locates this work on gender within its broader context in humanities and social science; and it introduces the reader to the four papers in this special issue. The paper concludes that gender research has moved from the margins to become a strong body of work within marketing and consumer research. That said, there remains substantive opportunity for further development, where gender and feminist research can offer new insights, critiques, theories and approaches.

No abstract

No abstract

Purpose -The purpose of this paper is to illustrate the potential of material-semiotic ontology to the field of anti-consumption research. Design/methodology/approach -The paper's approach is multi-site ethnography, following a consumer object, the Omlet Eglu, to trace a field of study within the practices and processes of urban stock-keeping. Findings -It was found that the Omlet Eglu was produced as an ambivalent actor within the practices of urban stock-keeping, allowing an analysis of multiple aspects of consumption/anti-consumption and consumer resistance/domination that challenges those dualisms as organizing constructs. Practical implications -The paper fdds to knowledge about the complex constructions of the meaning of egg consumption by consumers. This has the potential to inform retailers and farm producers, as well as organizations that provide goods and services to home food producers. Originality/value -The paper provides a novel ontological approach to anti-consumption that addresses current concerns in this field over its underpinning categorizations and over-reliance upon neo-liberal models of consumer agency.