Globalisation and intercultural learning: young adult Iranians' consumption practices and lifestyle choices
Jafari, Aliakbar (2008) Globalisation and intercultural learning: young adult Iranians' consumption practices and lifestyle choices. In: Consumer Culture Theory Conference, 2008-06-19 - 2008-06-22.
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In this paper, I examine the consumption practices of young adult Iranians in the context of cultural globalization. Based on the analysis of qualitative data, collected through participatory observation and in-depth interviews with 28 individuals in Tehran and Karaj, I conceptualize cultural globalization as an intercultural learning process. I demonstrate how, through its influx and intrinsic reflexivity, cultural globalization inserts change on these individuals' perception of self and identity and, consequently, everyday life consumption practices and lifestyle choices. I propose a model that explains the reflexive mechanism of cultural globalization in a developing country like Iran and conclude the paper with a call for further research into the dynamics of globalization and consumers' identity projects in both developed and developing countries.
| Author(s): | Jafari, Aliakbar  ORCID: https://orcid.org/0000-0003-4321-2911 | Item type: | Conference or Workshop Item(Paper) |
|---|---|
| ID code: | 7425 |
| Keywords: | consumer culture theory, consumer behaviour, marketing, globalization, identity, youth culture, Iran, Marketing. Distribution of products |
| Subjects: | Social Sciences > Commerce > Marketing. Distribution of products |
| Department: | Strathclyde Business School > Marketing |
| Depositing user: | Strathprints Administrator |
| Date deposited: | 16 Jan 2009 12:55 |
| Last modified: | 08 Jan 2020 18:51 |
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| URI: | https://strathprints.strath.ac.uk/id/eprint/7425 |
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