Authentic, Challenged, and Balanced: An Analysis of Perceived Career and Life Fulfillment for Women Working in Retail
Abstract
This study employs the Kaleidoscope Career Model (Sullivan & Mainiero, 2006) to examine how women in retail perceive the indirect effects of authenticity, balance, and challenge in their careers on both life and career fulfillment. This study utilized a semi-randomized online survey method and a seemingly unrelated multivariate regression model (SUREG) to quantitatively examine the relationships between perceived life fulfillment and career fulfillment. Findings indicate that longer tenure in corporate retail is associated with diminished perceptions of authenticity and life fulfillment. Additionally, the relationship between salary and career fulfillment is significantly stronger when women feel authentically themselves and challenged in their roles. These results provide actionable insights for academia and the retail sector, highlighting the need to develop initiatives supporting women professionals' recruitment, retention, and well-being. Such programs can foster a more sustainable and inclusive retail industry by emphasizing authenticity, work-life balance, and meaningful challenges in the workplace.
Keywords: Kaleidoscope Career Model, Sustainable Retail Workforce, Women in Retail
How to Cite:
Burton, M. & Robertson, C. M., (2025) “Authentic, Challenged, and Balanced: An Analysis of Perceived Career and Life Fulfillment for Women Working in Retail ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18880
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