Abstract

This paper presents a research study examining the acculturation and identity of second-generation Indian Punjabis. It focuses on how they balance their lives between two cultures and reflects on the nature of second-generation integration in light of cultural context, situational factors, ethnicity and consumption, presenting the conflicts and tensions experienced by participants. The paper reviews existing propositions with regard to acculturation, ethnicity and consumption and presents an initial conceptualization of the many factors influencing the second generation's consumption process. This conceptualization is refined in light of two key outcomes which emerged from the empirical research. First, we recognize that participants' identities are in constant negotiation. This negotiation is dealt with by harnessing economic, social and cultural capital. This capital is self acquired as well as passed on by the first generation. Second, we suggest the strength of family ties and the strong Punjabi influence in the socialization of these participants causes tensions, leading them to span two, sometimes contradictory, cultures on a daily basis. In particular, we highlight the influence of izatt (family honor) on Punjabi decision making. A revised conceptualization aims to capture the complexities of the acculturative process for the participants. The paper aims to contribute to the current discussion regarding the complexities of acculturation in the twenty-first century.