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

Main Article Content

Noah Anburaj Balraj


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.

Article Details

Research Articles


Adriana-Camelia, B. (2015). Next generations of consumers – challenges and opportunities for brands. Вісник Киiвського Нацiонального Унiверситету Iм. Тараса Шевченка. Серiя: Економiка, 6 (171).

Barker, G. G. (2015). Choosing the best of both worlds: The acculturation process revisited. International Journal of Intercultural Relations, 45, 56–69.

Berry, J. W. (2005). Acculturation: Living successfully in two cultures. International Journal of Intercultural Relations, 29(6), 697–712.

Berry, J. W. (2019). Acculturation: A personal journey across cultures (Elements in psychology and culture). Cambridge University Press.

Callahan, C. (2010). Going home: Deculturation experiences in cultural reentry. Journal of Intercultural Communication, 10(1), 1–11. https://doi.10.36923/jicc.v10i1.492

Cho, E., Kim-Vick, J., & Yu, U.-J. (2022). Unveiling motivation for luxury fashion purchase among Gen Z consumers: Need for uniqueness versus bandwagon effect. International Journal of Fashion Design, Technology and Education, 15(1), 24–34.

Boski, J. (2008). Five meanings of integration in acculturation research. International Journal of Intercultural Relations, 32(2), 142–153.

Chong, Y. T., & Chen, C.-H. (2010). Customer needs as moving targets of product development: A review. The International Journal of Advanced Manufacturing Technology, 48(1), 395–406.

Cleveland, M. (2018). Acculturation to the global consumer culture: Ten years after and agenda for the next decade. Journal of Global Scholars of Marketing Science, 28(3), 257–271.

Daiute, C., Surian, A., & Tarchi, C. (2018). Developing intercultural sensitivity in study abroad programs. Beyond n. 1, The ISI Florence & Umbra Institute Studies in International Education, 72–90. publication/325825592_Developing_Intercultural_Sensitivity_in_Study_Abroad_Programs

Darawong, C., & Igel, B. (2012). Acculturation of local new product development team members in MNC subsidiaries in Thailand. Asia Pacific Journal of Marketing and Logistics, 24(3), 351–371.

Dolot, A. (2018). The Characteristics of Generation Z. E-Mentor, 74(2), 44–50.

Dow, H. D. (2011). The acculturation processes: The strategies and factors affecting the degree of acculturation. Home Health Care Management & Practice, 23(3), 221–227.

Erwin, D. G., & Garman, A. N. (2010). Resistance to organizational change: Linking research and practice. Leadership & Organization Development Journal, 31(1), 39–56.

Gazzola, P., Pavione, E., Pezzetti, R., & Grechi, D. (2020). Trends in the fashion industry. The perception of sustainability and circular economy: A gender/generation quantitative approach. Sustainability, 12(7), 2809.

Glaser, B. G., & Strauss, A. L. (2017). The discovery of grounded theory: Strategies for qualitative research. Routledge.

Harari, T. T., Sela, Y., & Bareket-Bojmel, L. (2023). Gen Z during the COVID-19 crisis: A comparative analysis of the differences between Gen Z and Gen X in resilience, values and attitudes. Current Psychology, 42(28), 24223–24232.

Irfan, S. B., Malavika, M., Firdos, A., Sadaf, A., & Ibrahim, M. (2022). A study examining the impact of social media use on Gen-Z wellbeing (SSRN Scholarly Paper 4407136).

Lautiainen, T. (2015). Factors affecting consumers’ buying decision in the selection of a coffee brand {Bachelor’s thesis, Saimaa University of Applied Sciences, Finland].

Nayeem, T. (2012). Cultural influences on consumer behaviour. International Journal of Business and Management, 7(21), 78–91.

Pantano, E. (2011). Cultural factors affecting consumer behaviour: A new perception model. EuroMed Journal of Business, 6(1), 117–136.

Pichler, S., Kohli, C., & Granitz, N. (2021). DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation. Business Horizon. 64(5), 599–610.

Reddy, S. K., & Sproule, K. W. (2012). The Oreo in China: Time to get it right or to get out. Case Collection, 1–20.

Sam, D. L., & Berry, J. W. (2010). Acculturation: When individuals and groups of different cultural backgrounds meet. Perspectives on Psychological Science, 5(4), 472–481.

Samnani, A.-K., Boekhorst, J. A., & Harrison, J. A. (2013). The acculturation process: Antecedents, strategies, and outcomes. Journal of Occupational and Organizational Psychology, 86(2), 166–183.

Schumann, M., Bug, M., Kajikhina, K., Koschollek, C., Bartig, S., Lampert, T., & Santos-Hövener, C. (2020). The concept of acculturation in epidemiological research among migrant populations: A systematic review. SSM - Population Health, 10, 100539.

Schwartz, S. J., & Unger, J. (Eds.). (2017). The Oxford handbook of acculturation and health. Oxford University Press.

Schwartz, S. J., Unger, J. B., Zamboanga, B. L., Córdova, D., Mason, C. A., Huang, S., Baezconde-Garbanati, L., Lorenzo-Blanco, E. I., Des Rosiers, S. E., Soto, D. W., Villamar, J. A., Pattarroyo, M., Lizzi, K. M., & Szapocznik, J. (2015). Developmental trajectories of acculturation: Links with family functioning and mental health in recent-immigrant Hispanic adolescents. Child Development, 86(3), 726–748.

Shoham, A., Segev, S., & Gavish, Y. (2017). The effect of acculturation and ethnic identification on consumer disidentification and consumption: An investigation of U.S. Hispanics. Journal of Consumer Behaviour, 16(5), 403–412.

Shribe. (2023, November 27). Grounded Theory according to Glaser & Strauss (1967). [Video]. YouTube.

Stehr, N., & Adolf, M. (2010). Consumption between market and morals: A socio-cultural consideration of moralized markets. European Journal of Social Theory, 13(2), 213–228.

Su, C.-H. (Joan), Tsai, C.-H. (Ken), Chen, M.-H., & Lv, W. Q. (2019). U.S. sustainable food market generation Z consumer segments. Sustainability, 11(13), 3607.

Thornton, P. H., Ribeiro-Soriano, D., & Urbano, D. (2011). Socio-cultural factors and entrepreneurial activity: An overview. International Small Business Journal, 29(2), 105–118.

Törőcsik, M., Kehl, D., & Szűcs, K. (2014). How generations think: Research on Generation Z. (2014). Acta Universitatis Sapientiae, Communicatio, 1, 23–45. 2017/09/comm1-3.pdf

Triwijayati, A. (2024). Five-Factor Model (FFM) of personality toward adoption of innovative purchasing Indonesia consumer across generation. Husnayain Business Review, 4(1), 1.

Ullah, A. A. (2022). The culture of migration in Southeast Asia: Acculturation, enculturation and deculturation. Journal of Cultural Research, pp. 16.