Intergenerational Culture-Specific Consumption Differences Between Asian Indian Immigrants in the U.S. and Indians Residing in an Indian Metropolis

This study compares the culture-specific consumption of first- and second-generation Asian Indians living in the U.S. and Asian Indian adults and youths living in New Delhi, India. The results show that first-generation Asian Indian adults have a lower level of culture-specific consumption than Asian Indian adults in India, but their culture-specific consumption is not significantly different than second-generation Asian Indian youths. Asian Indian youths have a lower level of culture-specific consumption than Asian Indian adults, but a higher level of culture-specific consumption than first-generation Asian Indian adults and second-generation Asian Indian youths. These findings are attributed to the effects of consumer socialization and globalization on consumer behavior. The study has implications for marketers targeting current and future Asian Indian immigrant consumers in the U.S.