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Nita Mathur

In: Consumer Culture, Modernity and Identity

Chapter 4: Modernity, Consumer Culture and Construction of Urban Youth Identity in India: A Disembedding Perspective

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Modernity, Consumer Culture and Construction of Urban Youth Identity in India: A Disembedding Perspective
Modernity, consumer culture and construction of urban youth identity in India: A disembedding perspective
NitaMathur
Introduction

There is distinct shift in the consumption pattern of urban youth in India from necessity-based consumption to conspicuous consumption that is fuelled by their newly founded desire for coveted commodities and services and enhanced propensity to consume. The market forces tend to keep pace with latest trends and choices of the youth who have flair to establish and ‘show off’ their identity as ‘modern people’. A large number of such people treat possession of consumer goods, engagement with leisure enclaves retailing global brands and services, spas and other personal service stations prioritizing the self over community hitherto characterizing ...

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