Do-It-Yourself Projects As Path Toward Female Empowerment In a Gendered Market Place
Document Type
Article
Publication Date
1-1-2015
School
Marketing
Abstract
The role of women as homeowners and heads of households are changing the dynamics in which women engage in do-it-yourself (DIY) behavior. Because there is limited extant theory associated with female involvement in DIY behavior, a qualitative study using in-depth interviews was conducted. Through grounded theory analysis several themes emerged during the coding process, and the themes of empowerment were especially relevant to the informants in this study. Five dimensions of empowerment were identified: empowerment through project initiation, production mastery, adding economic value to goods and services, unleashing creative potential, and empowerment through ownership. The findings show women's involvement in DIY behavior and the consumption of DIY-related goods is closely tied to the concept of female empowerment.
Publication Title
Psychology and Marketing
Volume
32
Issue
2
First Page
133
Last Page
143
Recommended Citation
Wolf, M.,
Albinsson, P.,
Becker, C.
(2015). Do-It-Yourself Projects As Path Toward Female Empowerment In a Gendered Market Place. Psychology and Marketing, 32(2), 133-143.
Available at: https://aquila.usm.edu/fac_pubs/18549