Keywords
consumer behavior, Italy, Consumer Culture Theory, consumerism
Select the category the research project fits.
Social Sciences/Humanities
Is this submission part of ICaP/PW (Introductory Composition at Purdue/Professional Writing)?
No
Abstract
The La Bella Figura concept extends to many Italian cultural dimensions including physical appearance, perception of self, and behaviors. La Bella Figura plays an essential role in shaping Italian consumer behavior 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 behaviors. 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 behavior, 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.
Recommended Citation
Heyrman, Heather; Carpenter, Lois; Cruse, Madelyn; and Reddy, Megha, "La Bella Figura: The role of a cultural philosophy on Italian consumerism" (2019). Purdue Undergraduate Research Conference. 11.
https://docs.lib.purdue.edu/purc/2019/Posters/11
La Bella Figura: The role of a cultural philosophy on Italian consumerism
The La Bella Figura concept extends to many Italian cultural dimensions including physical appearance, perception of self, and behaviors. La Bella Figura plays an essential role in shaping Italian consumer behavior 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 behaviors. 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 behavior, 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.