DIASPORA NETWORKS AND THE CONSUMPTION OF NOSTALGIC PRODUCTS AMONG ROMANIAN MIGRANTS IN GERMANY

Abstract

Statistics show that cross-national immigration represents one of the fastest growing global trends. Researchers have revealed that immigration is a transnational process with immigrants maintaining ties across the sending and receiving locations, and acting as a bridge between their countries of destination and origin. Research has also revealed the economic link created by the diaspora between the countries of origin and destination with two main components: the remittances sent to families and the consumption of home origin goods, also defined by scholars as ethnic products, nostalgic products or nostalgia products. During the period 2010-2015, the Romanian diaspora had the world's second fastest average annual growth rate. In the same period, Germany became one of the premier destinations for Romanian migration. An empirical study was organized in Germany in the period June – August 2017. The study is based on a regional survey of 124 subjects belonging to the Romanian community in Germany in four Bavarian cities. Four hypotheses have been advanced with the purpose of evaluating the level of demand for home origin products among Romanian migrants, the sources of supply, the level of expenditures and the motivational factors. The findings show that Romanian migrants in Germany manifest an important interest in and demand for home origin country goods; they spend 420 EUR yearly on ethnic products and their consumption motivation is strongly related to the products' special tastes and characteristics. Most of the products are obtained through local ethnic stores. The study’s results also reveal important similarities between the nostalgic product consumption habits of Romanian migrants in Germany and those of South American migrants in the U.S. The study’s findings are relevant for both the literature and for the Romanian companies, especially the ones active in the food and drink sector.