Towards a value-based perspective of consumer multicultural orientation

With the increasing importance of multicultural marketplaces, characterised by dynamic and intersecting cultural flows, we draw attention towards the ways in which individual consumers may co-evolve with these markets. Specifically, we draw upon interdisciplinary studies of cultural competences and the theory of basic human values to conceptualise an individual's ‘multiculturality’ as a value reprioritisation process towards a multicultural orientation. In this endeavour, we offer two distinct contributions to extant discussions about multicultural marketplaces and consumers. First, we conceptualise the relationship between experiences occurring in multicultural marketplaces and basic human values, positing multicultural influences on consumers as a value reprioritisation process. Secondly, we draw on this perspective to develop a consumer-centric concept of multicultural orientation – consisting of cultural awareness, cultural openness, cultural knowledge, and cultural competence. The paper discusses the usefulness of these concepts for better understanding how the conditions of a multicultural marketplace shape consumer values, attitudes and behaviours, and offers several managerial implications for engaging with multicultural consumers.