Religiosity and negotiating inter-generational acculturation tensions: the case of French Maghreb Muslim women's consumption Online publication date: Fri, 20-Mar-2015
by Ranam Alkayyali
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 1, No. 1, 2015
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.
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