Women alienation as consumer in the marketplace under ecological feminist theory

Alienation is defined from different point of view, within different disciplines and different epistemological positions. Within the conceptualization of “consumption society”, alienation covers the consumer alienation in the marketplace. In this respect, consumer becomes alien to herself/himself, her/his identity and body. Moreover, s/he constructs herself/himself as the person s/he wants to be and tries to change her/his own body according to dominant “ideal” body shape, via consumption. In this study, to become alien to her/his own body is studied related to women consumers under the ecological feminist theory. According to ecological feminism, both woman and nature become alien by the dominant consumption culture and as a consumer woman become alien to her body in the marketplace.