2023
DOI: 10.1108/qmr-04-2021-0045
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Transgender and gender diverse consumers on navigating the stigmatized process of gender affirmation in the Central Plains USA

Abstract: Purpose Transgender and gender diverse (TGD) individuals who choose to begin a gender affirmation journey often find the experience challenging. This can be a highly stigmatized process, and TGD consumers must strategically interact with brands and products to successfully construct authentic identities. Therefore, the purpose of this study was to obtain a better understanding of the TGD individual’s identity transformation within the consumption context. Design/methodology/approach Interviews were conducted… Show more

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