... between gender identity, cultural context and consumer behavior and contributing a new cultural dimension to materialist feminist theory. © 2025 Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Gender Products Culture Gender identity Stereotypes...

... altering the consumption mainstream, the diverse and multi-faceted behaviours related to gender elude market segment distinctions that are based on biological sex alone. Thus far, researchers have had only limited success applying the concept of gender identity and gender schema theory to inform marketing...