Revista Brasileira de Marketing | 2026
Authors: Vitor A.C.; Leite R.S.
DOI: 10.5585/2026.27511
Journal: Revista Brasileira de Marketing
Year: 2026
Publisher: Universidade Nove de Julho-UNINOVE
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Objective: This study aims to investigate the relationship between consumption and vulnerability in adolescent mothers facing dual liminality, analyzing how these experiences influence their consumption decisions and behaviors. Method: The research is qualitative, based on semi-structured interviews with 9 adolescent mothers, aged between 18 and 20, who had children during adolescence. Content analysis was used to explore the perceptions and experiences of these mothers. Originality/Relevance: The study addresses a theoretical gap by examining consumption in the context of adolescent mothers' vulnerability, an underexplored area. The research adopts an intersectional perspective, analyzing economic, emotional, and social factors. Results: The results show that these mothers face multiple forms of vulnerability, financial, emotional, and social, that directly affect their consumption choices. Consumption is influenced by economic constraints and the need to adapt to the new demands of motherhood, as well as by emotional insecurities during the transition. Theoretical/Methodological Contributions: The study integrates the concepts of vulnerability and consumption in the context of adolescent mothers, highlighting how liminality affects consumption behavior. Methodologically, the qualitative research provides detailed insights into these experiences and it can support future studies. Social/Management Contributions: This study can guide the development of public policies and support programs for adolescent mothers, as well as help companies avoid exploiting vulnerabilities and promote positive social impacts. © 2026, Universidade Nove de Julho-UNINOVE. All rights reserved.
adolescent mothers; consumer vulnerability; liminality