“Going natural”: Black women’s identity project shifts in hair care practices

Selective and “veiled” demarketing from the perspective of black female consumers

“…Despite pertaining to distinct socio-historical contexts, our findings have a parallel with the research by Ndichu and Upadhyaya (2018) on the trajectory of identity change followed by Kenyan Black women, which happened through the adoption of natural hair texture. Within our primary and secondary data we also identified movements promoting the embracement of natural hair, for example Marcha do Orgulho Crespo and the Facebook group Cacheadas em Transição.…”

“…It was possible to identify a number of studies correlating the hair with the construction of female identity (HARRISON et al 2015;BOUZON, 2008;McCRACKEN, 1995). Other works describe the experiences of Black women with their hair (THOMPSON, 2009;NDICHU;UPADHYAYA, 2018). Yet, no studies could be found when it comes to examining how Black female consumers see (or don't see) the management of marketing offers or questioning if they feel any kind of discouragement vis-à-vis product and service offerings.…”

Identity interplay: The importance and challenges of consumer research on multiple identities

“…Intersectionality research has suggested that social hierarchies are fundamental to the overlapping intersections of disadvantage, stigma, or marginalization in society, including disadvantages unique to specific intersections of identity such as gender and ethnicity (Crenshaw, 1989). For example, women of color are often marginalized by the beauty industry, which has prompted modern natural hair and natural beauty consumption movements (Ndichu & Upadhyaya, 2019). Calls for additional work on stigmatized identity through the lens of intersectionality have been heeded en masse in psychology (Cole, 2009; over 900 citations on Web of Science) and management (Hall et al., 2019; Liu et al., 2019), but more work is needed in consumer psychology (Corus et al., 2016; Gopaldas, 2013; Mirabito et al., 2016; Veresiu & Giesler, 2018).…”

“…It is also unclear that threat to a superordinate group identity will automatically extend down to a related subgroup identity (Leigh & Melwani, 2019). What is clear, however, is that an intersectional approach that examines multiple identities simultaneously will be better able to explain consumption behavior that is particular to specific intersections of identity (e.g., class, ethnicity, and age; Crockett, 2017; ethnicity and gender; Ndichu & Upadhyaya, 2019; gender and occupation; Pronin et al., 2004).…”

Systematic Literature Review Of Sustainable Fashion Consumption From 2015 To 2019

“…Environmentally fashion can be described as a fashion involving with an overall process that can maximise the benefits to all wherein minimise the carbon footprint impacts (Joergens, 2006). Based on this systematic review, two studies were focussing on clothing (Khare & Varshneya, 2017;Matthews & Rothenberg, 2017); four studies of general product (Kim et al, 2016;Paparoidamis & Tran, 2019;Saleem et al, 2018;Shin et al, 2018); three studies of luxury items (Ali et al, 2019;Fiore et al, 2017;Han et al, 2019), while nine studies were focussing on cosmetics (Ahmad & Omar, 2018;Amos et al, 2019;Baden & Prasad, 2016;Chin et al, 2018;Ghazali et al, 2017;Hsu et al, 2017;Kahraman & Kazançoğlu, 2019;Ndichu & Upadhyaya, 2019;Pudaruth et al, 2015;). Past research by Khare and Varshneya (2017) show that relatives and friends are not important drivers in influencing the organic clothing purchase decisions of youths in India.…”