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Keywords: Crunchy moms
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Journal Articles
Qualitative Market Research: An International Journal (2025) 28 (5): 965–986.
Published: 09 October 2025
...Adrienne E. Foos; William Magnus Northington Purpose The purpose of this paper is to understand an activist consumer subculture on TikTok – “crunchy moms,” and how they construct ideologies through negotiating tensions between societal ideals of motherhood and crunchy ideals and practices...
Includes: Supplementary data
