Title: Religiosity and negotiating inter-generational acculturation tensions: the case of French Maghreb Muslim women's consumption

Authors: Ranam Alkayyali

Addresses: ESCP-Europe, ESCP-Europe Business School, 79 Avenue de la République, 75011, Paris, France

Abstract: The integration of migrants into Western societies is increasingly becoming a political issue. In this study, we explore how religion affects the inter-generation acculturation experiences of Maghreb women living in France. In particular, we focus on how varying levels of religiosity affect these experiences through their consumption behaviours. Interviews were conducted with 19 women in Paris (some being two generations within the same family) to explore their inter-generational relationships in regards to Islam and consumption. Although some similar consumption narratives existed between participants (such as celebrating Ramadan), participants were separated into a four group dyad, ranging from highly religious to casually religious mothers/daughters. Within this dyad, a number of inter-generational lifestyle tensions manifesting through consumption emerged indicating the need to separate religion as a determinant of identity.

Keywords: inter-generational tensions; Islamic culture; acculturation; Maghreb immigrant women; consumer behaviour; France; Islam; religiosity; female immigrants; lifestyle tensions; identity; religion.

DOI: 10.1504/IJIMB.2015.068147

International Journal of Islamic Marketing and Branding, 2015 Vol.1 No.1, pp.16 - 35

Received: 14 May 2014
Accepted: 23 Sep 2014
Published online: 20 Mar 2015 *

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