Coming in late to this thread, (I just woke up. Yay!) I'm going to say this, and I hope it makes sense.
Some (many) women don't identify with feminism because we live in a patriarchal society, the power trickles down, and women get rewards for being good patriarchally-sanctioned women. Why kick against that and struggle, be misrepresented and mocked? Life's hard enough! Right? Except that the rewards the patriarchy hands out for being a 'good woman' aren't the rewards I want.
We live in a patriarchy. That's how our society is organized. This means that the majority of political, social, and economic power is still in the hands of men. Patriarchy is a political system which ensures the elevation of men, and thereby the subjugation of women. It comes from the long standing alliance of sexism + power. Not all men are sexist, not all men are oppressors, but while we live in a patriarchy all men BENEFIT from background sexism, and all men BENEFIT from low-level oppression of women (Why does my DH get so much praise for changing his niece's nappy, and me none? DH's not a sexist oppressor, but he does benefit from the expectation that men-don't-do-nappies, etc. He happens to be pro-feminist and find that attitude appalling, but he still gets the applause for being a decent human being because he's a man in the patriarchy. Not fair for him, either. It's a rubbish system, and we should scrap it )
I imagine lots of women don't identify with feminism because they either like the rewards they get from the patriarchal system enough to not notice the stinking price women have to pay and the crappy roles they have to play in order to receive those rewards - OR because they look at the way feminists are misrepresented, denigrated, mocked, abused, and hectored by our patriarchal society and think: Sod that! Life's hard enough!
In some ways I can't say I blame them. Those are two sound reasons not to buck the system, really, and the patriarchy has done a fine old number on women in the twentieth century, actually managing to make oppression seem more attractive than the fight for liberation. The patriarchy is good at that sort of thing, it has the power and it uses it.
But let's not get stuck on "I don't identify as a feminist because someone who did made me feel bad once, therefore all feminists are bad." I wouldn't say that about any other political movement, after all. Not all marxists are the same, not all environmentalists are the same, not all catholics or tories are the same, even! I'm confused as to why one or two feminists are taken as representation of a whole movement, when that NEVER, EVER happens to anyone else. Doesn't that make anyone else suspicious?
So when I say "We live in a patriarchy" I'm not saying "Your DH is a rapist/oppressor/." I'm saying "thousands-of-years of sexism plus power has given men the upper hand over women in society, but it makes women AND men pay an unfair, unsustainable price for that deal. Let's overturn this system and find equal power, equal agency, and equal rights for all. Patriarchy isn't about YOUR or MY DH/Brother/Son, it's about a system he lives in, which most of us are blind to. And the system SUCKS.
Ooh this got looong. Medals and Jaffacakes to anyone who got this far!