What Role Does Consumption Play in the Motherhood Identity? Exploring the Motherhood Institution, Motherhood Ideals and Mothering Experiences

This paper provides a conceptual framework to explore the relationship between consumption and the motherhood identity. From an assessment of a diversity of literature from different disciplines it is shown that the identity of motherhood is framed by the interrelationships between the motherhood institution, motherhood ideals and mothering experiences and consumption plays a significant role in shaping this identity. While there is substantial literature available on the motherhood institution and ideals there is less information on mothers actual mothering experiences and even less on the role consumption plays in shaping the motherhood identity. As such the authors argue further empirical research, particularly from a societal standpoint, to explore these interrelationships, focusing specifically on mothering and consumption experiences, is warranted.