性别认同是一种组织原则，尽管个体处理关于自己和周围世界的信息，尽管性别认同产生这种影响的能力取决于个体是否具有性别类型”(Palan, 2001)。第二种理论称为多因素性别认同理论。根据这一理论，性别是多分形的，“男性化和女性化在概念上不同于性别角色期望、态度、偏好和行为”(Palan, 2001)。在后现代社会，性别的影响正变得越来越清晰和精确。不同产品的消费者现在正在参与形成和保持性别和身份感。他们通过购买产品和品牌的选择来展示这一点。当前消费文化中的性别认同已经变得模糊，消费者改变了传统的性别形象方式。现在，消费者购买的产品显示了他们自己的性别形象，这样他们就可以向其他人展示他们自己的性别形象(Palan, 2001)。消费者的新性别形象超越了传统的性别和身份划分。性别、性别或身份不是根据传统角色来看待的。
Western societies have been changed over the last forty years. It could be called as mere assumption that man and woman behave differently in terms of goods consumption. But, this assumption has become outdated for marketing experts and purveyors. The different aspects of gender and identity are being researched since 1960, which suggests the impact of these variables on consumer culture and consumer behaviour. Gender and gender identity have attracted substantial amount of researches. Gender has given great impact on consumer behaviour and culture. The earlier researches on the gender roles have informed that the process of consumption, shopping for gifts, involvement in leisure activities, fashion, and choices for brands were highly associated with femininity and masculinity (Palan, 2001). All the previous studies suggest that gender is an important predicator in understanding consumer culture. Some researchers also states the ‘sex’ is the better predicator then gender. Sex is considered to be self explainable and describes feelings, choices and attitudes. The gender identity could be understood with two theories. First is gender schema theory, and this theory was presented by Bem in the year 1981. This theory states that “Individual acquires and display traits and attitudes and behaviours, which are consistent of gender identity.
Gender identity is the organizing principle though which individuals process information about themselves and the world around them, although the ability of the gender identity to have such an effect varies depending on whether or not an individual is sex-typed” (Palan, 2001). Second theory is called as Multi-factorial gender identity theory. According to this theory, gender is multi-fractironal, “masculinity and femininity are conceptually distinct from gender role expectations, attitudes, preferences, and behaviours” (Palan, 2001).In the post modern society the effects of gender are becoming more clear and precise. The consumers of different products are now engaging in forming and maintaining the sense of gender and identity. They display this through the choices they make for buying products and brands. The gender identity in the current consumer culture has become blurred, as consumers have changed the traditional way of gendered image. Now, consumers are buying products that display their own gendered image so that they can show their self made gendered image to others (Palan, 2001). The new gendered images of the consumers go beyond traditional gender and identity division. Gender, sex or identities are not viewed according to the traditional roles.