Do-It-Yourself Projects As Path Toward Female Empowerment In A Gendered Market Place

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Pia A. Albinsson PhD, Associate Professor (Creator)
Appalachian State University (ASU )
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Abstract: The role of women as homeowners and heads of households are changing the dynamics in which women engage in do-it-yourself (DIY) behavior. Because there is limited extant theory associated with female involvement in DIY behavior, a qualitative study using in-depth interviews was conducted. Through grounded theory analysis several themes emerged during the coding process, and the themes of empowerment were especially relevant to the informants in this study. Five dimensions of empowerment were identified: empowerment through project initiation, production mastery, adding economic value to goods and services, unleashing creative potential, and empowerment through ownership. The findings show women’s involvement in DIY behavior and the consumption of DIY-related goods is closely tied to the concept of female empowerment.

Additional Information

Wolf, M., Albinsson, P. A. and Becker, C. (2015). Do-It-Yourself Projects as Path toward Female Empowerment in a Gendered Market Place. Psychol. Mark., 32: 133-143. doi:10.1002/mar.20768. Publisher version of record available at:
Language: English
Date: 2015
Female empowerment, Do-It-Yourself Projects (DYI), DYI behavior, Project initiation, Production, Ownership

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