Co-Parenting: Marketized Pathways to Alternative Forms of Parenthood

Lydia Ottlewski, Joonas Rokka () and Andre Maciel
Additional contact information
Lydia Ottlewski: SDU - University of Southern Denmark = Syddansk Universitet
Joonas Rokka: EM - EMLyon Business School
Andre Maciel: FSU - Florida State University [Tallahassee]

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Abstract: Becoming a parent is a central and emotional-laden life goal for many consumers. Drawing on a longitudinal qualitative study, this paper investigates why and how consumers leverage market resources to build alternative pathways to parenthood. Our research theorizes co-parenting and extends prior research on the diversification and marketization of family.

Keywords: Consumer; Culture (search for similar items in EconPapers)
Date: 2025-10-09
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Published in Annual Conference of the Association for Consumer Research (ACR), Oct 2025, Washington, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05793229

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