The Impact of Cultural Globalisation on the Interrelatedness of Identity Construction and Consumption Practices of Iranian Youth

Whilst the majority of consumer research into the concepts of culture and identity has been conducted in Western and developed countries, this study uses Iran as a developing non-Western context for further investigation into consumer behaviour. With a particular focus on cultural consumption, the paper examines the impact of cultural globalisation on the interconnectivity of identity construction and consumption practices of Iranian youth. Using a grounded theory approach, the study has generated a substantive theory in the Iranian context which explains the varying relationships between identity construction and consumption practices of such consumers in the process of cultural globalisation.   

Citation:

ALIAKBAR JAFARI (2007) ,"The Impact of Cultural Globalisation on the Interrelatedness of Identity Construction and Consumption Practices of Iranian Youth", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 539-545.