Gender Inequity and Quality of Life: A Macromarketing Perspective

Abstract

Consumption inequities have been explored within the consumer behavior and public policy literatures in marketing, but few investigations within these domains have examined their global dimensions. To help fill this gap, the authors investigate the gender aspects of consumer inequality worldwide using measures of quality of life at the societal level. After a brief introduction, a discussion of the theoretical foundation of our work and the measures used to examine inequities between men and women are presented. Analyses and results come next, followed by global policy recommendations and future research directions.