Ethnicity and consumption: South Asian food shopping patterns in Britain 1947-75
Hamlett, Jane; Bailey, Adrian R.; Alexander, Andrew; et al.Shaw, Gareth
Date: 1 March 2008
Journal
Journal of Consumer Culture
Publisher
Sage
Publisher DOI
Abstract
This article reviews the literature that explores the relationship between ethnic
identities and food consumption, with particular reference to business management
studies. It focuses on the food shopping practices of south Asians in Britain in the
period 1947 to 1975, to illustrate the need for more historically contextualized ...
This article reviews the literature that explores the relationship between ethnic
identities and food consumption, with particular reference to business management
studies. It focuses on the food shopping practices of south Asians in Britain in the
period 1947 to 1975, to illustrate the need for more historically contextualized studies
that can provide a more nuanced exploration of any interconnections between ethnic
identity and shopping behaviour. The article draws on a reasonably long-standing
interest in ethnicity and consumption in marketing studies, and explores the
conceptual use of acculturation within this literature. The arguments put forward are
framed by recent interdisciplinary studies of the broader relationship between
consumption and identity, which stress the importance of contextualizing any
influence of ethnic identifications through a wider consideration of other factors
including societal status, gender and age, rather than giving it singular treatment. The
article uses a body of empirical research drawn from recent oral histories, to explore
how these factors informed everyday shopping practices among south Asians in Britain. It examines some of the shopping and wider food provisioning strategies
adopted by early immigrants on arrival in Britain. It considers the interaction between
the south Asian population and the changing retail structure, in the context of the
development of self-service and the supermarket. Finally, it demonstrates how age,
gender and socioeconomic status interacted with ethnic identities to produce
variations in shopping patterns.
Management
Faculty of Environment, Science and Economy
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