Exploring antecedents and consequences of consumer ethnocentrism: evidence from Asian immigrants in the US

The US is a multicultural society due to its growing number of ethnic minorities. These ethnic populations have made intracultural studies more difficult because of the different senses of identity and degrees of acculturation the varied groups possess. The current study examined the impact of perceived ethnicity (Asian vs. Asian American) and acculturation level (low vs. high) on consumer ethnocentrism towards the country of immigration (the US) and its consequences with respect to Asian immigrants, the fastest growing minority in the US. One hundred and eighty‐five responses from Asian immigrants were collected through a convenience sample from a university campus located in the southwest US as well as a snowball sampling technique. Results revealed that perceived ethnicity and acculturation play an important role in influencing Asian immigrants' ethnocentrism towards the US, which in turn affects their attitudes and behavioural intentions towards products made in the US. Implications and future research directions are suggested.     

Ethnicity,Acculturation, Self-Construal,and Motivations for Outdoor Recreation

Research on the leisure of racial and ethnic groups has recently been criticized for a variety of different reasons. In response to some of these concerns, this article examines the motivations of outdoor recreationists who identify themselves as being Chinese ( n = 53); it compares their motivations with those of Euro-North Americans ( n = 180) at the same outdoor setting; and it does so using the construct of self-construal as an intervening variable between ethnicity, acculturation, and motivations for outdoor recreation. According to Markus and Kitayama (1991), individuals with independent self-construals value being unique, expressing themselves, and promoting their own goals, whereas individuals with interdependent self-construals value belonging, fitting in, and promoting others' goals. Furthermore, although people in or from Western Europe and North America are more likely to have independent self-construals, people in or from Asia, Africa, Latin America, and Southern Europe are more likely to hold interdependent self-construals. On the basis of the above, a series of regressions were conducted. Results suggest that (a) ethnicity does affect both types of self-construal; (b) ethnicity does affect four outdoor recreation motivations directly, although this relationship is usually, but not always, mediated by self-construal; (c) ethnicity does affect four other recreation motivations indirectly, either through the interdependent self-construal or through both types of self-construal; and (d) with Chinese respondents, acculturation did affect one recreation motivation directly and, through the independent self-construal, two other motivations indirectly.     

New developments in global consumer behavior and marketing strategy: Introduction to the special issue

This special issue of the Journal of Business Research features ten articles selected from the papers presented during the seventh meeting of the Royal Bank International Research Seminar which took place in Montreal (Canada), September 22–24, 2011. The papers cover topics relating to new developments in online research, acculturation/socialization research, research methodology, and marketing strategy.     

Impact of acculturation to western culture (AWC) on western fashion luxury consumption among Gen-Y consumers in the Asia-Pacific region

Gen-Y consumers in the Asia-Pacific region are an attractive market for Western fashion luxury. This study investigates how Gen-Y consumers’ acculturation to Western culture (AWC) tendency drives their intention to purchase Western fashion luxury. It further examines the moderating role of consumer ethnocentrism and materialism in the association between AWC dimensions and intention to buy Western fashion luxury items. The data collected from 692 high-income Indian Gen-Y consumers via a survey were analysed using hierarchical moderated regression and fsQCA techniques. This study contributes to fashion luxury literature. Further, the findings will be useful to fashion luxury marketers and retailers.     

Going beyond national cultures – Dynamic interaction between intra-national,regional, and organizational realities

Cultural studies in international business have focused intensively on country-level analyses and have been criticized for their limited efforts to conceptualize and measure much richer, more dynamic and multi-level cultures. Drawing on literature from economic geography, we propose a new perspective that takes intra-national regional culture as the unit of analysis. Combining this perspective with acculturation theory and the concepts of cultural strength and embeddedness, we develop a conceptual model to analyze dynamic interaction between intra-national regional cultures and organizational cultures and propositions on how such interactions affect firm performance. Implications for future research and business practice are presented.     

Impact of Religion on Halal Meat Consumption Decision Making in Belgium

This study investigates the determinants of halal meat consumption within a Belgian Muslim migration population using the theory of planned behavior as a conceptual framework, with a focus on the role of self-identity as a Muslim and acculturation in the host country. Cross-sectional data were collected through a survey with 367 Muslims mainly originating from North Africa and living in Belgium. Findings reveal that in general, a positive health attitude toward halal meat predicts the intention to consume halal meat among Muslims. Perceived lack of safety measures or poor belief in the safety controls are shown to be potential barriers preventing Muslim consumers from eating halal meat. Low acculturated Muslims rely strongly on their positive personal attitude toward the health status of halal meat, whereas high acculturated Muslims rely on health attitude, animal welfare attitudes, and safety when intending to consume halal meat. Muslims with a high Muslim self-identity intend to eat halal meat because they believe that it is healthy whereas Muslims with a low Muslim self-identity are rather influenced by religious peers, together with their personal health attitude and availability concerns.     

Antecedents and outcomes of interpersonal influences and the role of acculturation: The case of young British-Muslims

Prior research considers antecedents and outcomes of interpersonal influence without consideration of acculturation. Data collected from 222 young British-Muslims using focus groups, in-depth interviews and questionnaires identifies significant antecedents and outcomes concluding that self-congruity, clothing conformity, need for uniqueness and modesty are major contributors to susceptibility to interpersonal influence. Acculturation moderates the effects of self congruity and susceptibility to interpersonal influence. The paper discusses implications for clothing retailers suggesting that self-congruity, conformity and modesty require closer attention to develop effective promotion and product strategies. The study is first of its kind within the UK ethnic minorities market.     

Homeownership as a Sign of Immigrants’ Consumer Acculturation: The Role of Region of Origin

ABSTRACT

One of the limitations highlighted by the consumer acculturation literature is the lack of empirical research to identify better constructs or indicators of consumer acculturation. In this article, the use of homeownership by immigrants in the host society is proposed as an indicator of advanced consumer acculturation. The decision to own a home by a minority group, such as immigrants, represents a key landmark in the process of adaptation to the new culture and a commitment with the host country's values and culture. The empirical case used is the immigrant population of Spain. The sharp rise in its foreign-born population during the last decade and the significantly higher homeownership rates of natives in comparison with other countries makes the Spanish scenario a relevant case study. The results obtained show homeownership is linked to features associated with highly acculturated consumers. Moreover, the analysis conducted reveals important differences in the way immigrants from different origins advance in their consumer acculturation processes and suggest distinct approaches when marketing to these groups.     

How culture matters in children’s purchase influence: a multi-level investigation

Children’s purchase influence (CPI) is an important factor in understanding family consumption behavior. The present study investigated the effects of cultural adaptation, including the role of acculturation and ethnic-identification, on children’s role in family purchase decisions. By conceiving of CPI as a family context-dependent phenomenon, we hypothesized that parent–child cultural dissonance/consonance within the family influences CPI through a cross-level process. The hypotheses were tested on data collected from 99 Hong Kong Chinese immigrant family triads, i.e., father, mother, and a teenage child. The results showed that: (1) acculturation positively and ethnic-identification negatively influenced CPI for most products, (2) the interaction between acculturation and ethnic-identification had a positive influence on CPI, and (3) generational dissonance/consonance had significant moderating effects on CPI through a cross-level route.     

Tourists' strategies: An acculturation approach

Acculturation theory has been widely used to understand and explain migrant and sojourner adaptation. However, it has yet to be examined in a tourist context. We extended the literature by evaluating the applicability of Berry's (1997) bidimensional acculturation model to a sample of 668 recent and prospective international travelers from China (n = 205), Germany (n = 201), and the United States (n = 262). Our results suggested that the acculturation model can be extended to tourist contexts and used for segmentation purposes. Specifically, tourists' acculturation strategies were associated with their preferences for home culture maintenance and host culture immersion, as well as behavioral, holiday, and activity preferences. Ethnocentrism and uncertainty avoidance were also found to vary as a function of tourists' acculturation strategy.