Frustrated Fatshionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets

摘要

Why and how do marginalized consumers mobilize to seek greater inclusion in and more choice from mainstream markets? We develop answers to these ques tions drawing on institutional theory and a qualitative investigation of Fatshionistas, plus-sized consumers who want more options from mainstream fashion marketers. Three triggers for mobilization are posited: development of a collective identity, identification of inspiring institutional entrepreneurs, and access to mobilizing in stitutional logics from adjacent fields. Several change strategies that reinforce in stitutional logics while unsettling specific institutionalized practices are identified. Our discussion highlights diverse market change dynamics that are likely when consumers are more versus less legitimate in the eyes of mainstream marketers and in instances where the changes consumers seek are more versus less con sistent with prevailing institutions and logics.