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Culture change and the consumption of basic foods : the case of Lebanese-Canadians


Culture change and the consumption of basic foods : the case of Lebanese-Canadians

Kastoun, Rony J (2000) Culture change and the consumption of basic foods : the case of Lebanese-Canadians. Masters thesis, Concordia University.

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This paper is concerned with the relationship between culture change and the consumption of basic foods. The literature dealing with acculturation, ethnic identification, and consumption is reviewed and focused on an ethnic group neglected in the consumer research literature: the Lebapese-Canadians. Hypotheses regarding the relative power of acculturation and ethnic identity as two separate yet correlated constructs that predict a variation in the consumption frequencies of various basic food items are drawn and a multidimensional culture change model is built. A survey using a convenience sample of Lebanese-Canadians residing in the Montreal Metropolitan Area is analysed. The results reveal that acculturation and ethnic identification are multidimensional constructs which have some impact on ethnic majority and ethnic minority basic foods, respectively. In addition, evidence is found that Lebanese-Canadian respondents reside in at least a two-culture world. Several consumer lifestyle factors also emerge from the data analysis with differing relationships with culture change. Finally, implications for marketers are discussed along with limitations and directions for future research.

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Kastoun, Rony J
Pagination:xi, 214 leaves ; 29 cm.
Institution:Concordia University
Degree Name:Theses (M.Sc.Admin.)
Program:John Molson School of Business
Thesis Supervisor(s):Laroche, Michel
ID Code:1042
Deposited By: Concordia University Library
Deposited On:27 Aug 2009 17:16
Last Modified:18 Jan 2018 17:15
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