Barriers to outsourcing domestic chores in dual‐earner households

PurposeThe purpose of this paper is to explore the reasons women living in dual‐earner households give for not outsourcing domestic chores so as to understand better the barriers to the outsourcing of domestic labour.Design/methodology/approachThe analysis is based on a web questionnaire survey amongst 550 staff of a large service‐sector employer in the UK. Using the Likert scale, reasons why households did or did not outsource domestic chores were investigated.FindingsThe two main reasons for not outsourcing which emerged from the research were first, not being able to afford it and second, the satisfaction individuals derived from looking after their own homes.Research limitations/implicationsThe first finding concerning affordability reinforces previous research that emphasises income as a determining factor in domestic outsourcing. The second finding that some women do not outsource because they put a positive value on looking after their own homes raises the question of whether the under‐development of domestic outsourcing reflects a culture of resistance to the commodification of private life or evidence of the persistence of traditional ideas concerning domesticity and gender identity.Originality/valueMany studies of domestic outsourcing have focused on the provider/supplier. Fewer concentrate on the consumer and where this has been done, it has been those who outsource that have been the focus of research. This article contributes to the debate by concentrating on those who do not outsource regular domestic tasks as a way of understanding the barriers to domestic outsourcing.