Customer discrimination in the fast food market: a web-based experiment on a Swedish university campus

Ali Ahmed and Mats Hammarstedt ()
Additional contact information
Ali Ahmed: Linköping University, Sweden

Migration Letters, 2020, vol. 17, issue 6, 813-824

Abstract: This paper presents the results of a study that examined customer discrimination against fictitious male and female food truck owners with Arabic-sounding names on a Swedish university campus. In a web-based experiment, students (N = 1,406) were asked, in a market survey setting, whether they thought it was a good idea that a food truck was establishing on their campus and of their willingness to pay for a typical food truck meal. Four names—male and female Swedish-sounding names and male and female Arabic-sounding names—were randomly assigned to food trucks. We found no evidence of customer discrimination against food truck owners with Arabic-sounding names. Participants were slightly more positive to a food truck establishment run by a male with an Arabic-sounding name than a male with a Swedish-sounding name.

Keywords: customer discrimination; self-employment; immigrants; web-based experiment; Sweden (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.tplondon.com/ml/article/view/873/850 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mig:journl:v:17:y:2020:i:6:p:813-824

Ordering information: This journal article can be ordered from
https://migrationletters.com/

DOI: 10.33182/ml.v17i6.873

Access Statistics for this article

Migration Letters is currently edited by Kittisak Jermsittiparsert

More articles in Migration Letters from Migration Letters
Bibliographic data for series maintained by ML ().