Multifaceted acculturation in multiethnic settings

Mark Cleveland and Cecelia Xu

Journal of Business Research, 2019, vol. 103, issue C, 250-260

Abstract: Ethnic minority research in marketing has overlooked the nature of acculturation occurring beyond the majority-minority dichotomy. Within pluralistic social environments, minorities acculturate to the predominant group, but also to the global consumer culture (GCC) and coexisting ethnic minority populations. This study investigates Chinese-Canadians' acculturation to mainstream Canadian culture (i.e., Canadian identity/pride), to GCC, and to the South-Asian culture, considering the roles played by Chinese identity and cosmopolitanism. Supporting cultural integration, survey results revealed direct positive effects of Chinese identity on identification to GCC, and South-Asian acculturation, whereas the effect on Canadian identity/pride was indirect, mediated by cosmopolitanism. These sociocultural constructs in turn differentially drive consumption of foodstuffs from mainstream, Chinese, and South-Asian cultures.

Keywords: Acculturation; Multiculturalism; Globalization; Ethnic identity; Consumption; Structural equation modeling (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:103:y:2019:i:c:p:250-260

DOI: 10.1016/j.jbusres.2019.01.051

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