Do Consumers Respond to Social Movements? Evidence from Gender-Stereotypical Purchases After #MeToo

62 Pages Posted: 6 Jun 2024

See all articles by Clement Bellet

Clement Bellet

Erasmus University Rotterdam (EUR)

David Dubois

INSEAD

Frédéric Godart

INSEAD - Organisational Behavior

Multiple version iconThere are 2 versions of this paper

Date Written: June 03, 2024

Abstract

This paper explores whether and how consumers respond to global social movements challenging systemic discrimination and stereotypes. We examine the impact of the #MeToo movement on the market for products with stereotypical markers of femininity. Our analysis of high-frequency stockout and price data from a leading global fashion retailer spans from January 2017 to December 2018 and covers 32 countries, or 89% of the OECD population. Using a triple-difference approach across time, countries, and products, we identify changes in product-level stockouts, corresponding to a drop in the purchase of stereotypically "feminine" items. Our findings suggest a sudden shift in demand, with no immediate adjustments in product assortments or pricing. We discuss potential driving mechanisms, as well as implications for product management and marketing in marketplaces where segmentation is gender based.

Keywords: Social Movements, Consumption, Gender Stereotypes, Natural Experiments, Online Retail, Fashion

Suggested Citation

Bellet, Clement and Dubois, David and Godart, Frédéric, Do Consumers Respond to Social Movements? Evidence from Gender-Stereotypical Purchases After #MeToo (June 03, 2024). Available at SSRN: https://ssrn.com/abstract=4853774 or http://dx.doi.org/10.2139/ssrn.4853774

Clement Bellet (Contact Author)

Erasmus University Rotterdam (EUR) ( email )

Burgemeester Oudlaan 50
3000 DR Rotterdam, Zuid-Holland 3062PA
Netherlands

David Dubois

INSEAD ( email )

Boulevard de Constance
77305 Fontainebleau Cedex
France

HOME PAGE: http://https://faculty.insead.edu/david-dubois/

Frédéric Godart

INSEAD - Organisational Behavior ( email )

Finance area, Boulevard de Constance
Fontainebleau 77305
France

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