Acculturation and Consumption: Textures of Cultural Adaptation

Mark Cleveland, The University of Western Ontario
Michel Laroche, Concordia University, Montreal, QC
Frank Pons, Laval University
Rony Kastoun, Concordia University, Montreal, QC

Abstract

This study examines patterns of cultural adaptation of an ethnic minority as manifested in consumption of traditional ethnic and mainstream culture foods. A survey, containing multiple measures of several ethnic identification and acculturation dimensions, along with consumption frequencies of both traditional and mainstream culture foods, was administered to a sample of ethnic Lebanese residing in a predominately French-speaking urban area. The results confirm that ethnic identity and acculturation are distinct processes, providing strong support for dual process models of cultural adaptation. A series of structural equation models linking the twin cultural influences to the consumption of traditional home and mainstream host food categories found little support for the linearity assumption between cultural adaptation and consumption behavior. Rather, the relationship between ethnic identity, acculturation, and consumption behaviors appears to be far more complex, and specific to the food category under consideration. Mapping these patterns of cultural adaptation, we articulate a new typology, relating the extent and particular combinations that home and host cultural influences impact consumption behavior.