Modeling Consumer Behavioral Dimensions in Multicultural Societies: Out-group and In-group Dynamics

Session

Management Business and Economics

Description

The consumption behavior of various ethnic groups in multicultural societies especially how they interact towards each other and other product category is still an under researched area in marketing. This conceptual paper investigates the complex interplay emphasizing a range of constructs including consumer racism, Consumer animosity, Consumer ethnocentrism, Anti-consumption, Brand hate, Consumer discrimination, Consumer alienation and Consumer Boycott. In multicultural environments, consumer bias manifests in various forms, influencing not only personal choices but also in-group and out-group dynamics. This study will conceptualize a holistic framework to analyze how these dimensions influence ethnic consumption decisions among diverse ethnic consumer groups. The paper will employ a conceptual framework to examine how different dimensions of these constructs interact by highlighting the overlaps among various dimensions of these constructs that shape consumer interactions in multicultural societies. This systematic literature review (SLR) will indicate the role and efficacy of these constructs in shaping consumer behavior for ethnic consumption. Ultimately, by critically reviewing the existing literature we have developed different tables of relevant studies on all these constructs and reviewed the models. This conceptual paper seeks to enhance the comprehension of marketing researches in relation to ethnic consumption and emphasize the importance of addressing these constructs in order to foster literary understanding of ethnic consumption. This conceptual paper will enable marketing researchers to set direction of future ethnic marketing research and will have implications for marketers and policy makers.

Keywords:

Consumer Racism, Animosity, Consumer discrimination, Consumer boycott, Consumer ethnocentrism, Brand hate, Anti-consumption, Consumer alienation, Multicultural societies, Ethnic consumption

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-982-41-2

Location

UBT Lipjan, Kosovo

Start Date

25-10-2025 9:00 AM

End Date

26-10-2025 6:00 PM

DOI

10.33107/ubt-ic.2025.429

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Oct 25th, 9:00 AM Oct 26th, 6:00 PM

Modeling Consumer Behavioral Dimensions in Multicultural Societies: Out-group and In-group Dynamics

UBT Lipjan, Kosovo

The consumption behavior of various ethnic groups in multicultural societies especially how they interact towards each other and other product category is still an under researched area in marketing. This conceptual paper investigates the complex interplay emphasizing a range of constructs including consumer racism, Consumer animosity, Consumer ethnocentrism, Anti-consumption, Brand hate, Consumer discrimination, Consumer alienation and Consumer Boycott. In multicultural environments, consumer bias manifests in various forms, influencing not only personal choices but also in-group and out-group dynamics. This study will conceptualize a holistic framework to analyze how these dimensions influence ethnic consumption decisions among diverse ethnic consumer groups. The paper will employ a conceptual framework to examine how different dimensions of these constructs interact by highlighting the overlaps among various dimensions of these constructs that shape consumer interactions in multicultural societies. This systematic literature review (SLR) will indicate the role and efficacy of these constructs in shaping consumer behavior for ethnic consumption. Ultimately, by critically reviewing the existing literature we have developed different tables of relevant studies on all these constructs and reviewed the models. This conceptual paper seeks to enhance the comprehension of marketing researches in relation to ethnic consumption and emphasize the importance of addressing these constructs in order to foster literary understanding of ethnic consumption. This conceptual paper will enable marketing researchers to set direction of future ethnic marketing research and will have implications for marketers and policy makers.