Gender ideology: The last barrier to women's participation in political consumerism?

In this article, we analyze how gender affects women's political participation. More specifically, we test the effect of gender ideology on young women's participation in political consumerism. The current literature suggests different reasons to explain the gap in political participation between men and women, most importantly focusing on socioeconomic resources, gender roles, and political socialization, whereas little attention has been devoted to the individual interpretation of a woman and man's own role in society. We test the effects of gender ideology on political consumerism, a form in which women participate more than men. We analyze political consumerism among young urban women, the population most likely to hold an egalitarian gender ideology. Moreover, we compare young women with different job conditions. Although the gender gap is closing or reversing in regard to specific forms of participation, such as consumerism, some inequalities remain, and our study contributes to understanding differences in participation among women themselves.