From West to East: British Sojourners' Acculturation in China

Purpose: Previous literature has often focused on Asian migrants’ acculturation to Westerncultures with data collected in the Western contexts. This study will explore Westernconsumers’ acculturation to East Asian cultures and their consumption behaviour, whichfulfils the research scarcity in this area.

Design/methodology/approach: This study was conducted via carrying out in-depth interviews with 18 British sojourners in China, exploring how they acculturated to Chineseculture, with a particular focus on their food and media consumption choices. This study applied inductive qualitative data analysis to build on but explore beyond existing theory.

Findings: The findings show that British consumers display a diversified acculturation strategy towards different products. They present an integrative approach to foodconsumption with a negotiable identity to host culture value whilst they adopt a separatedapproach relating to traditional media consumption, showing a non-negotiable consumptionstance. They apply an assimilated approach for pragmatic reasons in terms of social mediaadoption.

Originality/value: British sojourners in China hold a different cultural stance in different areas of consumption. The study contributes to existing theory by arguing the complexity of a continuous negotiation process between different value systems in sojourning consumers’consumption choices, which existing acculturation models have not yet examined. By emphasising the context speciality, the findings give marketers clear marketing implications when targeting sojourning consumers who declare their value stance via consumption practice.