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Full-Text Articles in Social and Behavioral Sciences
Developing Shopping Abilities To Empower: An Ethnography Of Moroccan Women In Supermarkets, Delphine Godefroit-Winkel
Developing Shopping Abilities To Empower: An Ethnography Of Moroccan Women In Supermarkets, Delphine Godefroit-Winkel
Markets, Globalization & Development Review
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.