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The purpose of this paper is to identify a need to incorporate Asian perspectives in theories of food consumption and marketing.

This editorial discusses the mutually recursive relationship between food and culture in Asian markets, offers an integrative summary of the special issue and develops several key themes for future research.

Food consumption plays a central role within Asian cultures and markets. Thus, understanding Asian perspectives and contexts provides an important complement and contrast to current theories of food consumption and marketing that have been primarily sited in North American and European contexts. In particular, the complex multiplicity of Asian consumer cultures creates dynamic heterogeneity within Asian food markets.

Although food consumption plays a central role in Asian consumer cultures, extant theory regarding Asian food consumption and marketing is still in its infancy. We highlight important developments in this area that suggest a path for future work.

The authors make three contributions to the literature on food consumption and marketing. First, while engaging with these questions, this issue points to the importance of Asian cultural perspectives into the marketing literature on food consumption. Second, through the articles of this special issue, we trace the relationships between food consumption practices, marketing practices and cultural multiplicity in Asian contexts. Finally, we draw the threads together to provide directions for future research in this area.

Despite the remarkable economic power and rapid growth of the Asian population in the USA, relatively little attention has been paid to this group in the sport management literature compared to African-Americans and Hispanics. In addition, sport management scholars have paid limited attention to two important cultural factors: ethnic identity and acculturation. The paper aims to discuss this issue.

This study attempted to examine a comprehensive sport consumption model for Asians by testing theoretical relationships between these two cultural factors (ethnic identity and acculturation), fan identification, and sport consumption behavior.

The structural equation modeling results indicated that ethnic identity indirectly affected consumption of sport products reflecting attributes of a native country, e.g. ethnic player popular sports in a native country through identification with the sport products. In contrast acculturation indirectly affected consumption of sport products reflecting attributes of a host country, e.g. popular sports in a host country.

The results of this study provide implications on how sport marketers should effectively design sport products based on the Asians’ levels of acculturation and ethnic identity.

The purpose of this paper is to develop a conceptual framework which deepens our understanding of identity negotiation and formation in a collectivistic Asian context. Drawing from a three-year, multi-method ethnographic research process, the authors explore how contemporary Asian consumers construct, negotiate and enact family identity through meal consumption. The authors particularly focus on the ways in which Asian consumers negotiate values, norms and practices associated with filial piety during new family formation. Building on the influential framework of layered family identity proposed by Epp and Price (2008), the authors seek to develop a framework which enables us to better understand how Asian consumers construct and enact their family identity through mundane consumption.

As most of the identity negotiation in the domestic sphere takes place within the mundanity of everyday life, such as during the routines, rituals and conventions of “ordinary” family meals, the authors adopted an interpretive, hermeneutic and longitudinal ethnographic research approach, which drew from a purposive sample of nine Sri Lankan couples.

The authors present the finding in three vivid narrative exemplars of new family identity negotiation and discuss three processes which informants negotiated the layered family identity. First, Asian families negotiate family identity by re-formulating aspects of their relational identity bundles. Second, re-negotiating facets of individual identity facilitates construction of family identity. Finally, re-configuring aspects of collective family identity, especially in relation to the extended family is important to family identity in this research context. The authors also propose filial piety as a fundamental construct of Asian family identity and highlight the importance of collective layer over individual and relational family identity layers.

The aim of this paper is to develop a conceptual framework which deepens our understanding of identity negotiation and formation in a collectivistic Asian context. Even though exploring Sinhalese, Sri Lankan culture sheds light on understanding identity and consumption in other similar Asian cultures, such as Indian, Chinese and Korean; this paper does not suggest generalisability of findings to similar research contexts. On the contrary, the findings aim to present an in-depth discussion of how identities are challenged, negotiated and re-formulated during new family formation around specific consumption behaviours associated with filial piety in a collectivistic extended family.

As this research explores tightly knit relationships in extended families and how these families negotiate values, norms and practices associated with filial piety, it enables us to understand the complex ways in which Asian families negotiate identity. The proposed framework could be useful to explore how changing social dynamics challenge the traditional sense of family in these collectivistic cultures and how they affect family happiness and well-being. Such insight is useful for public policymakers and social marketers when addressing family dissatisfaction–based social issues in Asia, such as increasing rates of suicide, divorce, child abuse, prostitution and sexually transmitted disease.

Little is known about the complex ways in which Asian family identities are negotiated in contrast to Western theoretical models on this topic. Particularly, we need to understand how fundamental aspects of Asian family identity, such as filial piety, are continuously re-negotiated, manifested and perpetuated during everyday life and how formulations of Asian family identity may be different from its predominantly Western conceptualisations. Therefore, the paper provides an adaptation to the current layered family identity model and proposes filial piety as a fundamental construct driving Asian family identity.

The purpose of this paper is to investigate how underlying globalization could influence Asian consumers' wine drinking patterns and behaviors. Specifically, a theoretical framework that explains the underlying motivations of Asian wine consumers is developed.

A broad range of literature is reviewed in an attempt to develop a theoretical framework for the impacts of globalization on the Asian wine market.

Three key forces that drive change in the Asian wine markets are identified; these changes explain the explosive growth of wine consumption in Asian countries.

A theoretical framework is developed in an effort to explain the impacts of globalization on Asian wine consumption. Therefore, no empirical tests are conducted to validate the theoretical framework. Future studies could test the theoretical model by conducting an empirical study.

Multi‐faceted global progress in terms of economic, technological, and socio‐cultural influences has influenced Asian consumers' wine consumption positively. Therefore, Asian consumers' wine consumption will continue to grow significantly. A theoretical framework that explains the relationship between the progress of globalization and wine consumption in Asia is developed. This framework will help international wine marketers better understand the recent rapid growth of wine consumption in Asia.

This is the first research that attempts to investigate how globalization has affected the Asian wine market.

This study examines the effect of four acculturation strategies (integration, assimilation, separation and marginalisation) on identification with and consumption of American football for the Asian population in the United States. Using Berry's (1990, 1997) bi-dimensional model of acculturation as a theoretical framework, significant differences (based on the four acculturation strategies) between football identification and consumption were found. In addition, this study examines the relationships between acculturation, ethnic identity, identification with, and consumption of, the sport among the Asian population. The results indicate that acculturation plays a significant role in explaining participants' identification with, and consumption of, the sport, whereas ethnic identity does not.

This paper aims to identify distinct consumption patterns among Asian consumers and examine how these relate to cultural antecedents and key human values.

This study uses a large, representative sample of almost 7,000 Asian consumers in 10 culturally varying markets, using latent profile analysis (LPA) to identify the consumption profiles.

The findings empirically demonstrate that the two profiles are “inner-directed nationalistic frugals” (IDNF) and “outer-directed self-eekers” (ODSS). IDNF consumers spend more time and money on education and prefer ethnocentric consumption. ODSS consumers emphasize individuality, self-expression, seeking novelty and impressing others. Consumers with more collective values in Schwartz's typology tend to demonstrate the IDNF pattern; those with more individualistic values demonstrate the ODSS pattern. The distribution of IDNF and ODSS profiles is influenced by demographics, religion and geographical region: IDNF is greater than ODSS in Southeast Asia; ODSS is greater than IDNF in East Asia; IDNF is roughly equal to ODSS in Northeast Asia. IDNF tends to be found among older and more religious consumers, while ODSS is the opposite. Importantly, in the more religious Southeast Asian countries, even younger consumers are more IDNF than ODSS.

This research uses an exploratory and discovery-oriented approach; future research can use more confirmatory approaches to systematically examine the relationship between cultural dimensions (e.g. individualism-collectivism) and consumption patterns.

For their brands to grow in Asian markets, marketing practitioners are advised to use multiple brands to segment Asian consumers based on their values, demographics, geographical location and what religious/faith traditions they follow.

This is the first paper to identify consumption profiles in Asian markets using LPA without prior conceptual biases and relate them to cultural values and demographic variables.

In the last two decades there has been a dynamic growth in consumption of ethnic foods both in and outside home in the UK. Explores symbolic meanings associated with ethnic food consumption by native British consumers in the light of this growth. At a very broad level, an acculturation framework is applied to describe this cultural transformation of tastes from the traditional to the exotic. Starting from an initial dislike of these alien ethnic foods, argues that consumers have moved towards acculturation, and in some cases overacculturation, of these foods. Draws on participant observation of food consumption among seven English households, and on in‐depth interviews with 22 participants.

In this editorial viewpoint for the special issue, the authors identify a need to deepen our understanding of the important role that Asian consumer culture plays in the global marketplace of the twenty-first century.

This editorial article discusses the emergence of Asian consumer culture, offers an integrative summary of the special issue and develops several key directions for future research.

The authors observe that Asian consumer culture is not a coherent knowledge tradition that can be described merely as “collectivist” or “Confucianist” in nature. Rather, it is better understood as the confluence of cultural traditions that are characterized by inner differentiation and complexity, various transformations and mutual influences in the Asian region and beyond.

Although Asia’s economic growth has received much recent attention, extant theory regarding Asian consumer culture is still in its infancy. The authors highlight important developments in this area that show the path for future work.

The authors make three contributions to the emerging scholarly interest in Asian consumer culture. First, the authors respond to recent calls to increase the use of qualitative methods in Asian contexts. Second, the authors draw attention to the cultural complexities and mutual influences that characterize contemporary Asian consumer cultures, and subcultures in the Asian region and beyond, through the selection of articles for this special issue. Finally, the authors draw the threads together to provide directions for future research in this area.

Religion's influence in consumer research remains under‐researched. This paper aims to explore religiosity's effect on culture and consumption by comparing Indians living in Britain, with Asian Indians and British Whites. The paper is relevant to both academics and practitioners who wish to understand the role of religion's influence regarding culturally determined consumer behaviours.

A questionnaire measuring family, self‐identity, materialism, possessions as status symbols and reference groups was administrated in London and Mumbai. Religiosity was measured by religious institution attendance and the importance of religion in daily life. A total of 415 questionnaires were submitted to factor analysis, identifying six factors. These factors were then submitted to Multinomial Logistical Regression (MLR), with the two religiosity themes used as influencing variables on the factors.

The analysis indicated that Indians living in Britain and British Whites sample groups were culturally less group‐ and consumption‐oriented than Asian Indians. Declining levels of religiosity produced mixed results for Indians living in Britain, when compared to Asian Indians, indicating that: attendance at a religious institution is not akin to viewing religion as an important aspect of daily life, a diversity of religiosity determined consumer behaviours across the Indian sample groups, and religion is an acculturation agent. The research, however, is limited owing to the small sample group and the need to maintain cross‐cultural methodologies.

Marketing practitioners should recognise the importance of religion in culture in Eastern cultures, while in Western cultures they should focus on the centrality and the need to use consumption to maintain the individual's sense of individuality.

The purpose of this research is to understand the importance of value orientation on conspicuous consumption in the youth market segment in Southeast Asia. In particular, the focus is to understand three different types of value orientation (specifically cultural values, material values and religious values) and its effects on conspicuous consumption behaviour.

An integrative theoretical model is proposed based on Hofstede's cultural dimension, the materialism value scale and religious commitments to predict the relationship for the value orientations of Generation Y's (Gen Y's) conspicuous consumption behaviour. The data was collected from undergraduate students enrolled in general education courses in three universities in Malaysia. Using cross-sectional data, 262 sets of valid questionnaires were used to perform the statistical analysis for the measurement and structural model using partial least squares equation modelling (PLS-SEM) path modelling.

We position our study by raising the pertinent question of “Seriously, Conspicuous Consumption?” to establish a clear understanding of whether Malaysian Gen Y individuals are conspicuous consumers and, if they are, which of the three values matter the most. In order to answer the question of whether Malaysian Gen Y engages in conspicuous consumption, we arrive at an understanding that, given multi-value orientations, conspicuous behaviour can be motivated and impacted by one value orientation and constrained by others. Hence, value orientation offers an insightful explanation of one specific type of consumer behaviour in the context of Asia as an emerging global market. Thus, our study provides two key theoretically significant findings. In general, our findings provide insights into how the multi-value orientations (i.e. cultural, material and religious orientations) contribute to several bodies of literature—namely, conspicuous consumption, international marketing and transcultural marketing. The results revealed that collectivism and materialism were positively and significantly related to conspicuous consumption. Uncertainty avoidance, although significant, had a negative relationship with conspicuous consumption. The other values (masculinity, power distance and religious values) were not significantly related to conspicuous consumption.

Purchasing luxury goods is becoming an emergent phenomenon in Asia, particularly among young consumers. This paper provides marketing managers, particularly brand owners, with practical and realisable examples of how to plan and execute their marketing plans. A more profound understanding of this relationship may also serve to aid marketing managers in devising more focused marketing strategies and thus allocate marketing resources more efficiently. Hence, marketers could develop an effective communication strategy so that the target consumers will be aware of their goods because the purchase of luxury goods is likely to be motivated by social, cultural and personal factors.

This article examines the impact of value orientations on conspicuous consumption behaviour in Malaysian Gen Y consumers. The model proposed in this study is useful in predicting conspicuous consumption among Gen Y. By identifying the factors influencing this emergent type of consumer behaviour, global retailers will be informed about this particular market segmentation in terms of its preferences and desires. The article discusses the research findings and concludes with managerial implications and limitations.