Migration and Identity Configuration. The Role of Consumption in the Process of Cultural Integration

Cinzia Castiglioni and Edoardo Lozza

Micro & Macro Marketing, 2020, issue 2, 279-294

Abstract: Migrating people face a series of challenges, including identity reconfiguration and integration in the new destination country. In the postmodern era, migrants are increasingly using consumption as a way of negotiating their identity. Although the relationship between consumption and identity construction is well established in psychological literature, their role in fostering cultural integration is less explored. The present study therefore intends to investigate the role of consumption choices and strategies in the acculturation process of some ethnic minorities in the Italian context. To answer this question, a survey was conducted on a representative sample of foreigners permanently included in the Italian socio-economic context, with the aim of collecting information on their practices and consumption habits in different product sectors. Constructs of identity affiliation and acculturation orientation have also been investigated to understand if and to what extent different consumption practices can favour the process of cultural integration.

Keywords: Identity; migration; acculturation; consumption. (search for similar items in EconPapers)
Date: 2020
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