Italian ethnic identity and its relative impact on the consumption of convenience and traditional foods

Michel Laroche (Professor of Marketing at Concordia University, Montreal, Canada)
Chankon Kim (Assistant Professor of Marketing at Concordia University, Montreal, Canada and Visiting Professor at Saint Mary’s University, Halifax, Canada)
Marc A. Tomiuk (Doctoral Candidate in the Department of Marketing at Concordia University, Montreal, Canada)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 April 1998

Abstract

Ethnic identity or the retention or loss of the attitudes, values and behaviours of one’s culture of origin is presented as a multidimensional construct. It is further suggested that acculturation or the acquisition of traits of the dominant/host culture constitutes a separate yet correlated process. Initial exploratory and confirmatory factor analyses were conducted on responses from Italian‐Canadians to various items designed to tap Italian ethnic identity. These analyses revealed that ethnic identity did indeed constitute a multidimensional process. Specifically, three dimensions were identified: Italian Social Interaction and Participation, Italian Language Use with Family Members, and Catholicism. A final CFA model incorporated the three ethnic identity dimensions and two dimensions of acculturation. Consistent with previous findings, LISREL VIII estimation resulted in significant negative correlations between some ethnic identity and acculturation dimensions. The discriminant validity of ethnic identity was also more thoroughly established vis‐à‐vis acculturation by computing 95 per cent confidence intervals for the parameter estimates. Finally, subsequent stepwise regression analyses showed that the three ethnic identity dimensions along with the two acculturation dimensions and three socioeconomic factors had differential impacts on the consumption of various convenience and traditional foods. A hypothesis holding that ethnic identity was negatively related to the consumption of convenience foods was partly confirmed. Another holding that it was positively related to the consumption of traditional Italian foods was better established.

Keywords

Citation

Laroche, M., Kim, C. and Tomiuk, M. (1998), "Italian ethnic identity and its relative impact on the consumption of convenience and traditional foods", Journal of Consumer Marketing, Vol. 15 No. 2, pp. 125-151. https://doi.org/10.1108/07363769810210340

Download as .RIS

Publisher

:

MCB UP Ltd

Copyright © 1998, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.