Subtle, hidden and everyday acts of resistance and defiance by people with limited resources could have an impact on markets in societies where state and religion is all-powerful. These are the key findings of a new study which shows consumers and individuals can help markets to evolve in societies where they cannot freely and openly participate in them.

These are the key findings of a new study, led by the University of Portsmouth, which shows consumers and individuals can help markets to evolve in societies where they cannot freely and openly participate in them.

The research, published in the Journal of Business Research, found specific forms of behaviour that helped individuals resist strict rules and structures, which in some cases led to the relaxation of rules and different markets emerging.

The researchers studied the Iranian female fashion clothing market, in which women are subject to strict state and religious control. The hijab is compulsory; failure to wear one in public can result in financial fines, police interrogation and even arrest.

The fashion clothing market in Iran is embedded within a strict state-controlled market that doesn’t allow lay people with few resources or power to participate in the shaping of that market. Yet despite facing a massive imbalance of power, women are able to engage in some subtle, mundane and at times hidden activities that help to shape that market.

While the state’s demand for modesty governs the market, it is the demand from consumers, designers, retailers and activists that drives the production, promotion, distribution and consumption of alternative tastes.

Story Source:
Materials provided by University of Portsmouth. Note: Content may be edited for style and length.