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

What is it about?

About 272 million immigrants worldwide bring diversity to the socio-cultural composition of their host countries. From an ethnocentric consumption behaviour perspective, such diversity could challenge mainstream operations. Accordingly, we investigate Chinese immigrants' consumer behaviour in New Zealand, one of the world’s most popular immigration destinations, where one in five is a foreign-born.

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Photo by Nagesh Badu on Unsplash

Photo by Nagesh Badu on Unsplash

Why is it important?

Our findings show that 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.

Perspectives