Living diversity: Developing a typology of consumer cultural orientations in culturally diverse marketplaces: Consequences for consumption

This paper argues that in culturally diverse environments cultural identity transitions are more complex than conceptualized by previous research and pertain equally to locally-born (mainstream) and migrant populations. We conceptualize a Typology of Consumer Cultural Orientations as explanatory framework for ethnic consumption and subsequently apply it in an empirical study. The findings indicate that through differential deployment of local, global and foreign cultures affinities for identity negotiation, mainstream and migrant consumers alike can develop or maintain uni-, bi- and multicultural orientations and use these orientations as informants of their consumption choices. Our findings suggest that the study of consumption implications of cultural diversity should be extended beyond mainstream/migrant differentiation which loses its significance in today's globalized world.