A Multidimensional Perspective on Acculturation and Its Relative Impact on Consumption of Convenience Foods

Abstract

Acculturation or the acquisition of the attitudes, values, and behaviours of a dominant or host culture is presented as a multidimensional construct. It is further suggested that ethnic identification constitutes a separate yet correlated process. Initial exploratory and confirmatory factor analyses were conducted on responses from Italian-Canadians to various items designed to tap acquisition of English-Canadian culture. These analyses revealed that acculturation is indeed a multidimensional process. Specifically, three dimensions of acculturation were identified: E-C Media Exposure, E-C Social Interaction and Participation, and English Language Use with Family Members. A final CFA model incorporated the three acculturation dimensions and ethnic identification. Consistent with previous findings, LISREL VIII estimation revealed significant negative correlations between ethnic identification and each acculturation dimension. Evidence for the discriminant validity of acculturation was also established vis-à-vis ethnic identification. Finally, subsequent stepwise regression analyses revealed that the three acculturation dimensions along with ethnic identification and three socioeconomic factors had a differential impact on the consumption of various convenience foods. A hypothesis holding that acculturation is positively related to the consumption of convenience foods was partly confirmed.