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Cited by 111Consumer Behavior in Brand Consumption and IdentificationGlobalization and Cultural IdentityConsumer Behavior and Market Dynamics

Glocal Yoga: Re-Appropriation in the Indian Consumptionscape

Askegaard, Søren, Eckhardt, Giana M.·2012·Marketing Theory
DOI 10.1177/1470593111424180
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Abstract

The contemporary global consumptionscape is characterized by a vast array of global economic, technological and cultural flows. These flows connect different consumer cultures in complex ways. One outcome of global cultural flows is the re-appropriation of cultural practices in their places of origin after a process of sanctioning in (most often) the western hotbed of consumer culture production. In this paper we explore how the crossing and re-crossing of boundaries has fundamentally transformed the practices and ideas behind local consumption practices in the Indian marketplace; specifically, yoga. We uncover six ways in which middle class yoga consumers in India interpret glocal yoga as it becomes a fashionable practice: yoga as a resource management technique, yoga as a health practice, market oriented yoga, global yoga, global yoga as cultural domination, and yoga as national heritage. We discuss the implications of this re-appropriation process for our understanding of marketplace globalization.

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  • Other consumption contexts where cultural difference forms an important source of value-American yoga, aestheticized reincarnations of Brazilian cuisine, and the Westernization of the KonMari tidying method-already exhibit their own unfolding versions of self-authorization.

    “Other consumption contexts where cultural difference forms an important source of value-American yoga (Askegaard and Eckhardt 2012; Coskuner-Balli and Ertimur 2017), aestheticized reincarnations of Brazilian cuisine (Zanette et al. 2021), and the Westernization of the KonMari tidying method (Sudnick 2022)-already exhibit their own unfolding versions of self-authorization.”

    From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Askegaard and Eckhardt 2012

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Authors
Askegaard, S., & Eckhardt, G. M.
Affiliations
  • University of Southern Denmark (DK)
  • Suffolk University (US)
Corresponding author
Askegaard, Søren
ORCID
Venue
Marketing Theory
Publisher
SAGE Publications
Published
2012-02-01
Volume
12
Issue
1
Pages
45-60
ISSN
  • 1470-5931 (ISSN-L)
  • 1741-301X
DOI
10.1177/1470593111424180
OpenAlex
W2132307137
Cited by
111
References
43
Citations by year
2026: 7 · 2025: 8 · 2024: 20 · 2023: 3 · 2022: 5 · 2021: 11 · 2020: 19 · 2019: 14 · 2018: 9 · 2017: 4 · 2016: 3 · 2015: 5 · 2014: 3
FWCI
7.30
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Marketing Theory (publishedVersion)
  • University of Southern Denmark Research Portal (University of Southern Denmark) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Sociology and Political Science › Globalization and Cultural Identity
  • Social Sciences › Sociology and Political Science › Consumer Behavior and Market Dynamics
Keywords
glocalization, yoga, consumerism, globalization, Indian middle class, cultural domination, national heritage

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