Cultural Self-Identification within the Millennial Market
A Qualitative Examination
Bibliographic Data
| ID | 12968206 |
|---|---|
| Authors | Dimitris Thanos (0000-0003-4288-3027, corresponding author), Sylvia D Clark (St. John's University) |
| Year | 2018 |
| Volume | 10 |
| Issue | 3 |
| Pages | 109-109 |
| Publication date | 2018-07-26 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Review of European Studies (JOURNAL) |
| Journal identifiers | ISSN: 1918-7173 • E-ISSN: 1918-7181 |
| Publisher | Canadian Center of Science and Education (PUBLISHER) |
| DOI | 10.5539/res.v10n3p109 |
| OpenAlex | W2884963294 |
| Language | EN |
| References cited | 4 |
The goal of this study was to examine the degree of cultural self-identification among a sample of U.S. Millennials attending a New York City community college. A case study technique using personal interviews was employed, based on input from twelve Millennials in attendance at a large, public community college in New York City. The object was to explore participants’ knowledge regarding their cultural affiliations’ effects on ethnic food purchases and consumption. Results showed Millennials’ cultural self-identification with cultures differing from their original family background, as well as their knowledge of cultural pluralism. Participants tended to select ethnic foods from one culture above all other cultures. Findings from the present study buttress cultural pluralism as a segmentation method and can assist in development of marketing stratagem, while also furnishing an invaluable contribution to current literature
Attendance · Business · Cultural diversity · Cultural pluralism · Ethnic group · Identification (biology · Pluralism (philosophy · Political science · Sociology · Anthropology · Consumer Behavior in Brand Consumption and Identification · Culinary Culture and Tourism · Organic Food and Agriculture · Psychology · Social Psychology · Marketing
| Highly cited | No |
|---|