“Consumerist Predators”? Emerging lifestyles between McDonaldization and sustainability perspectives: the case of highly qualified employees (HQEs) in India

In industrializing countries new groups of consumers with remarkable purchasing power are emerging. Representing a “new middle class” they are seen as a carrier and promoter of a so-called “western way of life” beyond the OECD countries. They are presented as having a consumerist predator lifestyle which stands in conflict with the requirements for a sustainable future. Furthermore, they are imputed a profound lack of a sense of responsibility towards society. However, such a ‘civil society spirit’ is a core prerequisite for coping with the challenge of changing existing lifestyles to insure a more sustainable future....