Men's consumer identities and their consumption norms in the perceived, conceived and lived spaces of spas

This empirical study incorporates social space and gender into consumer behaviour research to explore consumer identities and consumption practices within the UK spa marketplace. The paper contends that the relationship between gender, consumption and space is intertwined and reciprocal. Semi-struct...

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Bibliographic Details
Published in:Journal of marketing management 2021-02, Vol.37 (3-4), p.266-293
Main Authors: Petrylaite, Edita, Hart, David
Format: Article
Language:English
Subjects:
Consumer behavior
consumer identities
Consumption
consumption norms
Empowerment
Gender
Habits
masculinity
Men
Resorts & spas
Social space
spa
Space
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Summary:This empirical study incorporates social space and gender into consumer behaviour research to explore consumer identities and consumption practices within the UK spa marketplace. The paper contends that the relationship between gender, consumption and space is intertwined and reciprocal. Semi-structured interviews with ten men who visit spas reveal that spas influence the construction of men's consumer identities in multiple ways through empowerment, struggle and resistance that exist in the social spa space. The proposed theoretical framework reflects the dynamics between space, men's consumer identities and their consumption habits. The perceived, conceived and lived experiences that emerge through the data suggest that spas can transform into a gender-inclusive marketplace.
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2019.1707266