From market might to meaningful empowerment: Rethinking China’s Female Consumption

Abstract

In recent years, with the progress of society and the enhancement of women’s empowerment, Chinese women’s consumption power has shown explosive growth, and they have made significant improvements in education, occupation, income, wealth, etc., and demonstrated strong purchasing power and decision-making power in various fields. This thesis explores the transformation of Chinese women’s consumption from being dominated by market forces to becoming empowered by meaning. Analyzing women’s awakening awareness of their rights in consumption, including the guidance of consumption concepts and targeted strategies of product design and marketing, reveals the market’s strong influence on women’s consumption. By studying the changes in women’s consumption, we will explore how women express themselves, pursue values, and realize social identity through consumption. The study uses case studies and statistics to comprehensively analyze the impact of this shift and the changing roles of women in the consumption process, as well as to raise issues that are often overlooked, to provide theoretical references for better-transforming women’s growing economic influence into real social empowerment.