• Onentila Jamir

Globalization is a process of interaction and integration among people driven by international trade and investment and aided by information technology. The phenomenon has not only restructured the way one lives but also influences day to day life activities including the shopping culture of the society. The process of globalization and its cultural forces like internet, television, media etc has impacted every corners of the world including Nagaland. Contemporary Naga society is witnessing the existence of diversity in terms of goods and services, changing lifestyle, changing perception among the young consumers resulting in new cultural values of consumerism particularly among the youth. The youth of today are spoilt for choices in terms of the diverse range of brands available in malls and online shopping sites, all of which have been facilitated through the advent of globalization. Moreover, incessant advertisement through various media drives the culture of consumerism, particularly amongst the youth. Thus, the present paper is an empirical effort to find out the emerging changing value and new cultural meaning of youth shopping culture as a result of globalization. The study points to the shifting cultural meaning of shopping amongst the youth, driven by modern values of consumerism. In particular, the craze for the latest trends driven by western fashion world poses a threat to economic sustainability as well as the rich traditional heritage of the Naga people.

consumerism;globalization; shopping culture; youth; shopping behavior

"Globalization and Shopping Culture of Youth in Nagaland", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.260-268, June 2019, Available :http://www.jetir.org/papers/JETIR1907E38.pdf

"Globalization and Shopping Culture of Youth in Nagaland", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp260-268, June 2019, Available at : http://www.jetir.org/papers/JETIR1907E38.pdf