Imagined multiple worlds: How South Asian women in Britain use family and friends to navigate the “border crossings” between household and societal contexts

Our primary goal is to capture glimpses of “the imagined … multiple worlds” of young adult women in post‐modern ethnic families, households and society. Drawing on a dialogical model of acculturation and diasporic identity, we show how young South Asian women in Britain use multiple identities across a variety of cultural settings to negotiate and navigate cultural and consumer behavioural borders. Using an ethno‐consumerist framework for our research design, we provide a more nuanced understanding of the intersections between ethnicity, identity, self and consumption in families and peer friendship groups. These interactions reflect the individual’s co‐existence and identity maintenance in two cultures.