Experiência de consumo de mulheres negras em lojas de departamento na cidade de Juiz de Fora

Abstract

Consumption is a process that goes beyond the mere purchase of goods and services, contributing to the construction of identities and the expression of social and cultural values. The analysis of consumption reveals social inequalities—such as class, gender, and race—that influence access to and experiences of consumption, especially in societies shaped by colonial processes, such as Brazil. In the Brazilian context, this issue becomes even more evident in fashion consumption, where Black women face unique barriers within these spaces, reflecting broader social patterns of exclusion. This master’s dissertation aims to investigate the consumption experiences of Black women who are members of the collective Pretas em Ação and the coworking space Me Conecta, within five major department stores in the city of Juiz de Fora (Renner, C&A, Riachuelo, Marisa, and Pernambucanas). The study analyzes how racial and gender factors influence their interactions and perceptions in the retail environment.