Abstract
This article examines the specific abilities that Moroccan women develop as they start to participate in household provisioning, a traditional male task in Arab contexts. The findings of an ethnographic study in Casablanca, Morocco, suggest that women’s abilities to shop in supermarkets increase their power in their families and communities. This article furthers understanding of consumers’ vulnerability and adds to knowledge on global/local dynamics.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Recommended Citation
Godefroit-Winkel, Delphine
(2018)
"Developing Shopping Abilities to Empower: An Ethnography of Moroccan Women in Supermarkets,"
Markets, Globalization & Development Review:
Vol. 3:
No.
2, Article 2.
DOI: 10.23860/MGDR-2018-03-02-02
Available at:
Author Bio
Delphine Godefroit-Winkel is currently professor at Toulouse Business School, Casablanca, Morocco. Her research interests lie in the socio-cultural aspects of consumption and development in Africa. Her work has been published in Journal of Macromarketing, in book chapters and in several conference proceedings such as Academy of Marketing Science, Association for Consumer Research, Association Française du Marketing.