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La Bella Figura: The role of a cultural philosophy on Italian consumerism.
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- Author(s): Ramos‐Ortiz, Jaziel; Meier, Stephanie; Rossi, Melissa; Heyrman, Heather; Reddy, Megha; DeMaria, Andrea L.
- Source:
Journal of Consumer Behaviour; Sep/Oct2020, Vol. 19 Issue 5, p399-408, 10p- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: The La Bella Figura concept extends to many Italian cultural dimensions including physical appearance, perception of self, and behaviours. La Bella Figura plays an essential role in shaping Italian consumer behaviour and consumerism. The current study sought to understand how women living in Italy conceptualize La Bella Figura and how it affects their day‐to‐day lives, attitudes, and consumption behaviours. This research extracted concepts from Consumer Culture Theory to construct a qualitative codebook and structure thematic data analyses. Semi‐structured interviews were conducted with 30 women aged 18–50 years living in Florence, Italy. Participants were recruited through study flyers, social media, and snowball sampling. Open and axial coding were facilitated by HyperRESEARCH 4.0.1 software to generate key themes. Data were collected and analyzed by trained researchers living in Florence, Italy, who utilized grounded theory techniques to identify emergent themes. Results indicated various components of La Bella Figura contributed to consumer behaviour, namely its influence on identity (i.e., appearance, confidence), lifestyle goals (i.e., health, consumerism), and social norms (i.e., perceptions of others, media). Findings offer practical recommendations for marketers and retailers to appeal to the Italian market through effective and informed mediums. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of Consumer Behaviour is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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