Why Do U.S. Consumers Purchase Ethnically Disparate Products?

The purpose of this dissertation is to investigate why U.S. consumers approach products that are ethnically disparate. The study purpose is addressed by developing a framework which investigates the consumption values consumers seek in ethnically disparate products. In addition, factors that antecede the different consumption values are proposed based on theories and literature that are believed to be relevant to the context. The findings suggest that the intention to purchase ethnically disparate products is influenced by multiple consumption values (social value, emotional value, epistemic value). Furthermore, attitude towards the ethnic culture, cultural value discrepancy, and diversity seeking are suggested to antecede the different consumption values. Moderating effect of ethnic-embeddedness is suggested as well.