What does it cost to belong? For immigrant consumers, marketplace participation can be a pathway to connection, identity, social acceptance, and well-being, but it can also create tensions between cultural continuity, community, status, and material success. This track explores how intrinsic and extrinsic values, generational experiences, and marketplace and institutional environments shape immigrant consumers’ experiences, vulnerabilities, identities, and well- being. We welcome interdisciplinary perspectives and diverse methodologies that illuminate pathways toward more inclusive marketplaces and greater consumer and societal well-being.