Exploring the extended self in an Eastern culture: the identity formation of Generation X Kuwaiti women

Purpose This study aims to deepen understanding of extended self theory by examining the role of social relationships in identity construction within Eastern cultural contexts. Specifically, it explores how social relationships shape the symbolic consumption choices – particularly clothing, accessories, and appearance-related goods – and how these contribute to identity formation of ageing women. Design/methodology/approach A qualitative, phenomenological research approach is adopted, drawing on fifteen semi-structured interviews. A non-probability, purposive sampling method is used to target Generation X Kuwaiti women. The sample reflects diversity across age, social class, education, marital status, and family roles. Findings The findings of this study highlight the complex nature of the extended self in an Eastern context. Ageing Kuwaiti women navigate multiple, fluid, and often contested identities, which are expressed through three culturally rooted identity tensions: age-bound visibility negotiation, relational influence elasticity, familial role anchoring. The role-anchored ageing identity framework is developed from this study. Originality/value This study responds to calls for research on the extended self in non-Western contexts and the diverse experiences of ageing consumers – particularly women – within specific socio-cultural settings. It examines how social relationships shape the symbolic consumption choices and identity formation of Generation X Kuwaiti women, a demographic overlooked in both academic literature and market practice.