Strength of the Sweep: Exploring the Cleaning Culture of Black Women Consumers
DOI:
https://doi.org/10.33423/jmdc.v18i2.7036Keywords:
marketing, development, consumer behavior, Black women consumers, culture, household cleaningAbstract
This qualitative research study delves into the rich cleaning culture among Black women consumers, aiming to uncover the underlying motivations, beliefs, and practices that shape their household cleaning behaviors. Through in-depth interviews, the research explores how cultural heritage, community expectations, and personal empowerment inform Black women’s cleaning rituals and product preferences. The study employs a grounded theory approach to analyze participants’ narratives, revealing a complex interplay between societal norms, familial traditions, and individual agency. The findings highlight the role of cleaning as a form of self-expression, a means to preserve cultural legacy, and a powerful avenue for fostering a sense of control and pride within domestic spaces. By illuminating the unique perspectives and experiences of Black women in the realm of domestic cleanliness, this study contributes to a more nuanced understanding of consumer behavior. It offers valuable insights for brands aiming to engage with this community respectfully and authentically.
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