Gender(S) and Consumer Well-Being


Special issue of the Journal of Consumer Affairs; deadline 14 Jun 2021

POSTING TYPE: Calls: Journals

Author: Martina Hutton

The Journal of Consumer Affairs (JCA) invites papers for a special issue on:

Gender(S) and Consumer Well-being

Submission deadline is June 14th 2021

Our focus on genderS recognizes that all too often, the term “gender” becomes a misnomer for “women”. Yet gender is a complex and dynamic social relationship between groups of people invoking identities, expressions and experiences outside of the binary of male and female, hence our call for an appreciation of gender(S). Consumer research has progressively contributed to understandings of enactments of gender identities however, the plurality of femininities and masculinities remains in constant motion, opening up opportunities for extensions into these realms. We therefore invite scholarship that focuses on those consumers moving between genders (fluid) or those who disrupt the gender dichotomy through challenging, negotiating or politicising its very ontology and/or its veracity. We further encourage scholars to explore (de)politicization efforts which can magnify or resolve consumers’ well-being, and result in differing states of physical, mental, and emotional embodiments. Furthermore, we call for scholarship that builds on our understanding of how gender binaries and stereotypes reinforced through public policy can lead to injustices, experiences of vulnerability, marginalizations and (in)visibilities. Conceptual and empirical papers are welcomed on topics related to this call including, but not limited to:

  • Pandemic intensification of consumption inequalities and injustices of genders and/or efforts to address these.
  • Masculinities and Femininities;
  • GenderS rewind – re(examining) genders’ stereotypes;
  • Non-binary and genderqueer genders’ consumption, marketplace experience, or (in)visibilities created across a range of landscapes (e.g., media, political laws/policies, physical environments, etc.);
  • Physical, mental, and emotional embodiment of genders, including how these unfold in or relate to engagement, withdrawals and/or navigations of market-, social-, and/or familial-spaces, gender transition journeys, and consumption (in)vulnerabilities;
  • Genders as negotiated, undone, and (de)politicized through consumption acts and consumption journeys;
  • Marginalization of genders in developing/developed regions, including how intersectional sources of oppression may heighten these;
  • Links of genders with updated statistics or work on material/life satisfaction, dimensions of wellbeing, and social isolation or inclusionary efforts.

Please do reach out for an informal discussion if you are interested in our special issue.

Editors: Laurel Steinfield, Martina Hutton, Mohammed Cheded