Acculturation and Openness of Generation Z Consumers to New Cultural Goods and Services

Abstract

Acculturation is the process of signifying the human potential to adapt and grow for productive living. What implications does acculturation have on Generation Z consumer’s willingness to explore new cultural goods and services? Gen Z consumers’ receptivity to cultural products and services comes via acculturation benefiting marketers utilizing transformants to achieve success of a firm. The purpose of this research was to comprehend the process by which Gen Z adjusts to and embraces various cultures in a diversified setting, and to establish a framework that relates this acculturation with consumer enthusiasm for cultural products and services. Twelve respondents in a multicultural setting who were going through the process of acculturation were surveyed. Ideas about how acculturation affects consumer readiness for new experiences were developed through a qualitative approach that employed grounded theory analysis techniques. The level of Gen Z individuals’ openness to seek new experiences offered by other cultures (appreciating new goods, different value systems, and approaches to life), to learn new languages, and travel were significant findings of the study. A model termed the “Hierarchy of Acculturation-Needs Cycle” was constructed with the aim of advancing research and discussion on the topic of acculturation.