Consumption choice-making among first-generation Chinese immigrants in New Zealand

Abstract

This study aims to explore the choices Chinese New Zealanders make for their consumption needs through ethnocentrism and acculturation lenses. We surveyed 324 first-generation Chinese immigrants using an online instrument. For dissimilar consumption needs, we examined the tendency towards visiting a Chinese/mainstream business and preference for being served by a Chinese staff at a mainstream business. While a positive correlation exists between a strong command of the English language and acculturation, these two variables are negatively correlated to ethnic identification and preference for an ethnic business. The tendency to patronise a Chinese business is high among the female, young, less educated, and economically inactive (e.g. retired) for items that possess not just basicity (e.g. groceries) but also high-risk (e.g. real estate), private (e.g. medical), and sensitive natures (e.g. personal care). Wish to be served by a Chinese at a mainstream retailer is also high. Ethnocentric consumption preferences of Chinese immigrants could threaten small mainstream businesses operating in local markets where such consumers are concentrated and require a strategy to tackle ethnically diverse consumer needs.