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

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.

Citation

Laroche, M., Kim, C. and Tomiuk, M.A. (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