Expatriate’s food adaptation: when does acculturation elicit social identification vs differentiation?

Abstract

Purpose

Extant literature informs that expatriates develop a natural inclination towards host country food with increased acculturation. However, this study argues that expatriates might have divergent goals in different domains of food adaptation (private vs public), which eventually sheds new light on their acculturation process. This paper aims to investigate how expatriate's adaptation in private vis-a-vis public domain influences their food consumption behavior.

Design/methodology/approach

This study draws on the optimal distinctiveness theory and domain-specific view of adaptation and tests the food adaptation outcomes of expatriates’ acculturation through social interactions with the local community. A survey was conducted among 120 expatriate newcomers currently living and working in the Middle East.

Findings

The findings show that acculturation positively influences food adaptation in the private (local food consumption), whereas its relationship with food adaptation in the public domain (local restaurant visits) assumes an inverted U-shape. Furthermore, the authors find that the latter relationship is negatively moderated by expatriate’s overall experience and positively moderated by uncertainty avoidance, which also unfolds situations when an expatriate follows social identification vis-à-vis differentiation pattern.

Originality/value

This work goes beyond the traditional focus on acculturation through social identification and provides evidence that differentiation effects must also be accounted for. The authors argue and provide empirical evidence that expatriates’ greater social interactions with the local community result in different food adaptation outcomes when private vs public consumption domains are considered. In addition, by analyzing the moderating effects of expatriate experience and uncertainty avoidance, the authors further provide evidence on when social identification vis-à-vis differentiation prevails.

Citation

Miocevic, D., Kvasina, A. and Crnjak-Karanovic, B. (2022), "Expatriate’s food adaptation: when does acculturation elicit social identification vs differentiation?", Journal of Consumer Marketing, Vol. 39 No. 2, pp. 191-203. https://doi.org/10.1108/JCM-02-2021-4448