Ethnic identity, socialization factors, and culture-specific consumption behavior

This study is designed to discover the degree to which ethnic identity and socialization factors influence the culture-specific consumption behaviors of Asian American young adults, in general as well as in specific situational settings. Findings indicated that perceived parental cultural identification tended to strengthen the ethnic identity, which in turn influenced Asian American young adults' culture-specific consumption behaviors. However, although their perceived parental acculturation level had no effect on their ethnic identity, it directly weakened the subject group's culture-specific consumption behaviors. The ethnic-friendship orientation was found not only to influence ethnic identity but also to influence directly the group's culture-specific consumption behavior. Further analysis revealed that a situational factor (i.e., the presence or absence of ethnic friends) influenced culture-specific consumption behavior, regardless of the strength of ethnic identity.