An interpretivist examination of the consumption practices of selected single mothers in Luzon

Single mothers are a vulnerable population that, alongside being met with stigmatization and social criticism, faces significant financial, social, and emotional challenges. The decision to enter single motherhood is embedded with various contextual influences: the mothers’ lived experiences, demographics, support systems, and existing family dynamics. These influences then shape their decision-making and consumption patterns. This study explored how these influenced the single mothers’ practices of consumption, particularly toward the three (3) dimensions of consumption: (1) ordinary, (2) recreational & leisure, and (3) aspirational consumption. Interviews of ten (10) single mothers located in Luzon presented the diverse biographies of single mothers, and how these influenced their consumption patterns, which prioritizes the family. It was found that single mothers’ ordinary consumption skews more child-centric, highlighting education and basic necessities; recreational and leisure focused on familial bonds; and aspirational is centered on practicality to provide comfort and stability in life. The results of this study confirm how traditional societal expectations of a woman’s roles (from a good woman to a good mother) constrain and facilitate the consumption patterns, behavior and practices of single mothers.