TY  - BOOK
AU  - Scaraboto,Daiane
AU  - Fischer,Eileen
TI  - Frustrated fatshionistas: an institutional theory perspective on consumer quests for greater choice in mainstream markets
SN  - 00935301
AV  - HF5415.3 JOU 
PY  - 2013///
CY  - Oxford
PB  - Oxford University Press
KW  - Fashion
KW  - Consumer behaviour
KW  - Institutional economics
N2  - Why and how do marginalized consumers mobilize to seek greater inclusion in and more choice from mainstream markets? We develop answers to these questions drawing on institutional theory and a qualitative investigation of Fatshionistas, plus-sized consumers who want more options from mainstream fashion marketers. Three triggers for mobilization are posited: development of a collective identity, identification of inspiring institutional entrepreneurs, and access to mobilizing institutional logics from adjacent fields. Several change strategies that reinforce institutional logics while unsettling specific institutionalized practices are identified. Our discussion highlights diverse market change dynamics that are likely when consumers are more versus less legitimate in the eyes of mainstream marketers and in instances where the changes consumers seek are more versus less consistent with prevailing institutions and logics
UR  - https://doi.org/10.1086/668298
ER  -