Global connectivity, local consumption, and Chinese immigrant experience

Abstract

Acquiring consumer goods and services in the destination country signifies a different type of immigrant experience. This is especially pertinent in world cities where there is a strong presence of ethnic economies and where co-ethnic businesses and mainstream businesses compete against each other. The consumption pattern of immigrants is influenced not only by their pre-migration shopping habits, but also their post-migration transnational behaviour. In this paper, we focus on the consumption experience of Chinese immigrants in Toronto, which hosts one of the largest Chinese ethnic economies outside Asia. Based on a random survey and two focus group discussions, we explore how Chinese immigrants choose between ethnic Chinese and mainstream supermarkets, electronic stores and travel agencies. In theory, Chinese and non-Chinese stores providing similar goods and services are substitutes. The study however reveals intriguing results. Chinese and mainstream travel agencies are substitutes but Chinese and mainstream supermarkets and electronic stores are complements. Such differences reflect the importance of ethnicity and culture in immigrants’ consumption behaviour. The paper provides new evidence on immigrant integration in the domain of consumption and contributes a consumer perspective to the literature on ethnic economy and transnationalism.