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Consumption of products from heritage and host cultures: The role of acculturation attitudes and behaviors

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  • Kizgin, Hatice
  • Jamal, Ahmad
  • Richard, Marie-Odile

Abstract

Prior research ignores the specific role of acculturation attitudes in predicting acculturation behaviors and consumption choices across public and private life domains. The study uses self-administered questionnaires to collect data from 530 Turkish-Dutch respondents. The findings underscore the overall significance of investigating domain-specific (public vs. private) acculturation attitudes and subsequent acculturation behaviors. Enculturation (acculturation) behaviors function as a mediating variable in the relationship between acculturation attitudes and consumption of food and entertainment products from the heritage (host) culture. The study is one of the first to investigate the simultaneous effects of acculturation attitudes and acculturation behaviors on the choice to consumer foods and entertainment products from both heritage and host cultures. The article provides managerial implications and future research directions.

Suggested Citation

  • Kizgin, Hatice & Jamal, Ahmad & Richard, Marie-Odile, 2018. "Consumption of products from heritage and host cultures: The role of acculturation attitudes and behaviors," Journal of Business Research, Elsevier, vol. 82(C), pages 320-329.
    • Handle: RePEc:eee:jbrese:v:82:y:2018:i:c:p:320-329
    DOI: 10.1016/j.jbusres.2017.09.011
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    References listed on IDEAS

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    1. Das, Manish & Jebarajakirthy, Dr Charles, 2020. "Impact of acculturation to western culture (AWC) on western fashion luxury consumption among Gen-Y consumers in the Asia-Pacific region," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    2. Kipnis, Eva & Demangeot, Catherine & Pullig, Chris & Broderick, Amanda J., 2019. "Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets," Journal of Business Research, Elsevier, vol. 98(C), pages 126-141.
    3. Kizgin, Hatice & Jamal, Ahmad & Dwivedi, Yogesh K. & Rana, Nripendra P., 2021. "The impact of online vs. offline acculturation on purchase intentions: A multigroup analysis of the role of education," Journal of Business Research, Elsevier, vol. 130(C), pages 724-735.
    4. Takhar, Amandeep & Jamal, Ahmad & Kizgin, Hatice, 2021. "Transcultural identity development among third generation minority consumers," Journal of Business Research, Elsevier, vol. 133(C), pages 132-142.

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