Abstract
Resilience as an emerging construct within the contemporary field of consumer vulnerability, has received limited empirical attention within the context of economic adversity. This paper examines how low-income women strive to reframe their relationship to the market via resilient pathways. It establishes how through, active agency, self-care practices and relational coping, women maximise care of self and care of others with limited economic means. Comprised of multi-dimensional coping resources for positive adaptation, resilient pathways offer vulnerable consumers distinct trajectories to well-being and overturns deficit-focused views about how those facing chronic economic disadvantage, (re)assert themselves in vulnerable consumption contexts.
Original language | English |
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Journal | Journal of Marketing Management |
Volume | 32 |
Issue number | 3-4 |
DOIs | |
Publication status | Published - 11 Dec 2015 |
Keywords
- resilience
- coping resources
- economic vulnerability
- low-income women
- 2020