Nuances in Identity Formation for Consumers in non-Western Markets

• Published in: Journal of international consumer marketing 2023-03, Vol.35 (2), p.127-146
• Main Authors: Chandrasekara, Ruwangi, Wijetunga, Dinuka, Jayakody, J.A.S.K.
• Format: Article
• Language: English
• Subjects: Consumer culture; Identity formation; Middle class; non-Western societies; traditional culture
• ISSN: 0896-1530; 1528-7068
• DOI: 10.1080/08961530.2022.2067280

Scholars have emphasized that the simultaneous effects of global consumerism and traditional cultural foundations can create fragmented, complex identities for individuals. However, a theoretical explanation of how these nuanced and complex identity formations take place appears to be lacking. This study uses the theory of symbolic interaction to explore the influence of traditional and consumerist discourses on identity formation and probes in to their dynamics. Two groups, namely Traditional Middle Class 2 (TMC 2) and New Urban Middle Class (NUMC) representing different values within the Sri Lankan middle-class were used, where qualitative in-depth interviews were conducted with 29 individuals. Findings show that older TMC 2 forms identities predominantly rooted in tradition while the younger TMC 2 is more equally balanced in value internalization, but undergoes complex identity formation processes due to financial constraints. NUMC consumers in contrast, defy traditions while conforming more to consumerist discourses, and a subgroup in this broader category also appears to embrace religious values, further showing the fragmented nature of identity. Findings also show that value internalization changes based on one's geographical roots, education/career, and dependent children. The study contributes to knowledge by exploring varied nuances and complexities in the identity formations of consumers of non-Western societies.