Global Congress on Women Entrepreneurship

Abstract

This presentation explores how Chinese women navigate multiple intersectional identities regarding lingerie consumption. By analyzing online comments about lingerie on female-dominated social media platforms like REDnote and online in-depth interviews, the research highlights how lingerie, as an intimate and often invisible product, serves as a tool for both empowerment and resistance, enabling women to navigate cultural pressures and assert body autonomy. The study examines how Chinese consumer culture, shaped by Confucian values and collectivism, influences perceptions of lingerie, revealing how women balance societal expectations with feminist ideals. Lingerie, in this sense, becomes a product through which women negotiate their intersectional identities and challenge traditional gender norms. This presentation will help businesses understand how to better meet the needs of women with multiple intersectional consumer identities, exploring how consumers balance these identities in their purchasing decisions. This study examines female consumption and related life experiences from a more comprehensive perspective, which helps businesses better connect with female consumers, enhancing brand loyalty and supporting a sense of consumer empowerment. 

Biography

Lana Yi is currently in the third year of her PhD study at the University of Greenwich. As an emerging researcher, she is interested in feminism, lingerie consumption, consumer research, intersectionality theory, consumer culture theory, and the Chinese market. She has published papers in Proceedings of Business and Economic Studies and Technology, Pedagogy and Education (forthcoming). In addition to her academic pursuits, Lana has gained practical experience in the industry, e.g., project management. She is also enthusiastic about market research and consulting industry, actively exploring opportunities to expand her career path in these fields.