Ideological dilemmas: constructing motherhood through caring consumption in Japan

Purpose – The aim of this article is to examine the topic of mothers' consumption, particularly how mothers of young children as primary caregivers are involved in contemporary consumer culture in Japan, by using the concepts of “caring consumption” and “ideological dilemmas”. Design/methodology/approach – Data were gathered from in-depth semi-structured interviews with 12 mothers of young children aged between 1 and 5. Interviews were conducted either at their home or public facilities. The theoretical framework highlights a variability existing within ideology which creates a cultural space for mothering. Findings – Mothers' caring consumption is a key means through which motherhood is constituted and how ideologies surrounding mothering are enforced and enacted. They negotiate for certain products and services on behalf of their children, in the name of love, care and devotion, and in consideration of wider social networks. Consumption is part of maternal responsibility and task where a mother not only provides material and emotional support for her child but also becomes a facilitator to connect him/her to a wider social network through her consumption practices. Originality/value – This study contributes insight into how mothers of young children in Japan experience consumer culture in a specific sociocultural environment and how they construct cultural meanings of motherhood in interaction with surrounding people and a wider consumption-oriented world.