Intergenerational attitudinal differences about consumption and identity among the Hindu Elite in New Delhi, India

Abstract

One hundred and eighty‐one Indian youths between the ages of 18 and 26 and middle‐aged adults between the ages of 46 and 62 were interviewed about their consumption patterns, values and attitudes about dating and marriage, and their sense of pride in being Indian. All of the participants lived in New Delhi, the capital of India. Results revealed that though there were inter‐cohort differences in the consumption patterns, most participants reported using cultural products of both Indian and non‐Indian origins. Attitudes towards romance and dating revealed a larger gulf. Cohort 1 subscribed to more traditional goals in marriage as compared to cohort 2. Cohort 2 did not profess to value many of the traditional traits considered important in the mate‐selection process in Hindu society. However, both cohorts identified strongly with being Indian and taking pride in being Indian. When participants were asked if they would migrate to the West, the younger cohort indicated a greater willingness to do so. Implications of these findings on the discussion regarding the effects of globalization and nationalism are elaborated upon.