Construction of gender roles in perceived scarce environments - Maintaining masculinity when shopping for fast fashion apparel

Gender refers to ways men and women socialize into the male and female roles that are commonly attributed to them. These roles are continuously (re)constructed within and through our daily activities. Prior literature suggests a need for more research in investigating how men and women construct their identity in various exchange situations and in various cultural settings. This paper explores the situational construction of male and female identities (especially the male one) when shopping for fashion products in environments with strategically created scarcity. The findings of this study suggest that, when shopping for fashion products in scarce environments, men and women tend to exhibit gendered behaviors that are considered more consistent with their traditional gender norms. We find that men, although concerned about their appearance, adhere to urgent buying behavior. This behavior helps men maintain some of their traditional masculine identity. In addition, they do not participate as frequently in the in-store hoarding and in-store hiding that are more frequently exhibited by women and that are more consistent with a feminine identity.