TY  - JOUR
AB  - Purpose– This paper aims to understand the social dynamics surrounding the consumption of non-native, ethnic cuisines in the multicultural context of an Asian city. Design/methodology/approach– Data were collected via in-depth interviews with 21 culturally diverse residents of Dubai. Data were analysed inductively, leading to the emergence of three themes characterising social dynamics underpinning the consumption of non-native cuisines in an Asian multicultural environment. Findings– Three types of social dynamics were identified: instrumental uses, expressive uses and conviviality considerations. Research limitations/implications– The study suggests that the different types of cultural dynamics at play have different roles; some act as influencing or constraining factors in the everyday practice of multicultural consumption, whereas others are used more proactively as enablers. Originality/value– This paper contributes to the authors’ understanding of how people “practice conviviality” in multicultural marketplaces, providing insights into the complex social dynamics, underpinning the consumption of non-native cuisines in multicultural marketplaces. Although the consumer literature on food and cuisines has acknowledged the social influences surrounding cuisines and food consumption, these have typically been viewed in a single block. This study shows the importance of conviviality considerations in non-native cuisine consumption. Further, the paper shows that the consumption of non-native cuisines is an everyday practice in a multicultural context, which is used with varying degrees of proactiveness for social lubrication and multicultural socialisation.
VL  - 32
IS  - 7
SN  - 0736-3761
DO  - 10.1108/JCM-09-2014-1156
UR  - https://doi.org/10.1108/JCM-09-2014-1156
AU  - Zafari Katayoun
AU  - Allison Gareth
AU  - Demangeot Catherine
ED  - Dr. Yuri Seo, Dr. Angela Gracia B. Cruz, Prof. Kim-Shyan Fam
PY  - 2015
Y1  - 2015/01/01
TI  - Practising conviviality: social uses of ethnic cuisine in an Asian multicultural environment
T2  - Journal of Consumer Marketing
PB  - Emerald Group Publishing Limited
SP  - 564
EP  - 575
Y2  - 2024/04/25
ER  -