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Multifaceted acculturation in multiethnic settings

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  • Cleveland, Mark
  • Xu, Cecelia

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.

Suggested Citation

  • Cleveland, Mark & Xu, Cecelia, 2019. "Multifaceted acculturation in multiethnic settings," Journal of Business Research, Elsevier, vol. 103(C), pages 250-260.
    • Handle: RePEc:eee:jbrese:v:103:y:2019:i:c:p:250-260
    DOI: 10.1016/j.jbusres.2019.01.051
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    References listed on IDEAS

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    1. Cleveland, Mark & Chang, William, 2009. "Migration and materialism: The roles of ethnic identity, religiosity, and generation," Journal of Business Research, Elsevier, vol. 62(10), pages 963-971, October.
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    Cited by:

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