prosocial act, since it is a that is positive and calculated to promote the interests of “behaviour society”(Colman, 2015). As aforementioned, participants sincerely view their action of wearing feminist commodities as helping to make others feel supported (“You’re as well as not alone”) raising awareness for the cause and in society. educating others (“Make people think twice”) The six underlying motivations do not all fit coherently into Kristofferson et al.’s (2014, p.1149) two categories, and in fact the nature of feminist commodities requires a third category: desire to disrupt “A (Table 5). the status quo” Table 5 CREATION OF NEW MOTIVATION CATEGORY 3. New category: 1. A desire to present a positive 2. A desire to be consistent with A desire to image to others one's own values disrupt the status quo Self-Esteem: Confidence from Community and belonging: Rebellion: You can’t stop me good reactions Belonging to the feminist Community Supporting and helping others: Supporting and helping others: Education and raising awareness: You’re not alone You’re not alone Make people think twice Self-Expression of identity: I’m a Self-Expression of identity: I’m a feminist. feminist. Fairness, Justice and Equality In certain social situations consumers noted how they engaged in purchasing and wearing of feminist commodities as part of impression-management; to show that they are a feminist. The consumer wears the feminist commodity to present a positive image to other feminists, since they know they will receive positive reactions. Presenting oneself as a feminist can be perceived as positive by others who may not yet have the confidence to show their prosocial opinions on feminism. As Kristofferson et al. (2014, p.1150) posit, can satisfy these impression-management needs by engaging in a publicly observable “consumers token act of support for a positively viewed, prosocial cause”; these findings suggest that this remains true for consumers displaying feminist opinions on clothing, but only when they know that their support for feminism will be received positively. The second category consists of motivations that derive from the consumer desiring to remain consistent with their inner feminist values: the feeling of belonging to a community when they cue their feminism to
prosocial act, since it is a “behaviour that is positive and calculated to promote the interests of society”(Colman, 2015). As aforementioned, participants sincerely view their action of wearing feminist commodities as helping to make others feel supported (“You’re not alone”) as well as raising awareness for the cause and educating others (“Make people think twice”) in society. The six underlying motivations do not all fit coherently into Kristofferson et al.’s (2014, p.1149) two categories, and in fact the nature of feminist commodities requires a third category: “A desire to disrupt the status quo” (Table 5). Table 5 CREATION OF NEW MOTIVATION CATEGORY 1. A desire to present a positive image to others 2. A desire to be consistent with one's own values 3. New category: A desire to disrupt the status quo Self-Esteem: Confidence from good reactions Community and belonging: Belonging to the feminist Community Rebellion: You can’t stop me Supporting and helping others: You’re not alone Supporting and helping others: You’re not alone Education and raising awareness: Make people think twice Self-Expression of identity: I’m a feminist. Self-Expression of identity: I’m a feminist. Fairness, Justice and Equality In certain social situations consumers noted how they engaged in purchasing and wearing of feminist commodities as part of impression-management; to show that they are a feminist. The consumer wears the feminist commodity to present a positive image to other feminists, since they know they will receive positive reactions. Presenting oneself as a feminist can be perceived as positive by others who may not yet have the confidence to show their prosocial opinions on feminism. As Kristofferson et al. (2014, p.1150) posit, “consumers can satisfy these impression-management needs by engaging in a publicly observable token act of support for a positively viewed, prosocial cause”; these findings suggest that this remains true for consumers displaying feminist opinions on clothing, but only when they know that their support for feminism will be received positively. The second category consists of motivations that derive from the consumer desiring to remain consistent with their inner feminist values: the feeling of belonging to a community when they cue their feminism to
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