Understanding Sub-Cultural Identity and Consumption Among Indians in the United States: From Desis to Coconuts

Minita Sanghvi, University of North Carolina Greensboro, USA
Nancy Hodges, University of North Carolina Greensboro, USA
This qualitative study illustrates how the dynamics of consumption are used to control, create and communicate diasporic sub-cultural identities. Fanon’s theory of internalization is employed as a means to understand how and why Indian immigrant identities are in flux. Findings suggest that these identities are best interpreted through a continuum.
[ to cite ]:
Minita Sanghvi and Nancy Hodges (2012) ,"Understanding Sub-Cultural Identity and Consumption Among Indians in the United States: From Desis to Coconuts", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 462-468.