The Awakening of Gender Consciousness Significantly Influences the Brand Selection Behavior of Female Consumers

Abstract

This study, grounded in the context of women's heightened gender consciousness within the new media environment, investigates the mechanisms through which this consciousness influences women consumers' brand selection behavior. Through a literature review and comparative analysis of multiple cases, this paper identifies three key dimensions of gender consciousness awakening in female consumer behavior: a shift in brand choice preferences from function-oriented to value-driven; a dual nature of brand loyalty characterized by high identification and high criticism; and a more autonomous and research-driven decision-making process. The research further proposes a theoretical model of "gender consciousness awakening – brand perception reconfiguration – consumption behavior change," which elucidates the underlying psychological pathway through which heightened awareness translates into changes in consumption behavior. The research results indicate that female consumers with heightened gender consciousness place significant emphasis on value alignment when selecting brands, particularly regarding the authentic expression and implementation of gender equality and social responsibility initiatives. Furthermore, awakened female consumers exhibit caution toward "feminist marketing" and actively oppose the misuse of concepts and the propagation of false narratives. This article recommends that brands move beyond superficial “she marketing” and instead embed gender consciousness throughout the entire process of product design and communication. By fostering authentic narratives, value co-creation, and ethical practices, brands can establish deep resonance with gender-conscious female consumers. This research not only enriches the theoretical understanding of feminist consumer behavior but also provides practical guidance for brands seeking to develop effective marketing strategies in the era of the "she economy.