The effect of consumer acculturation on the food consumption and food shopping behavioursof Turkish immigrants in Germany

The acculturation levels of first, second and third generation of Turkish immigrants in Germany and the effects of acculturation levels on their food consumption and shopping behaviors were examined in this study.The immigrant?s consumption behavior and changes in their habits in an unfamiliar culture were examined in terms of acculturation process and factors, affecting acculturation process. A theoretical framework including the studies related to acculturation and consumer acculturation was used in order to identify the factors affecting consumption behaviors and shopping habits of immigrants. In this study consumption behavior is analyzed for food products and food shopping.Both qualitative and quantitative research methods were used. Depth interviews with 15 immigrants living in Köln, Germany ? first generation who was born in Turkey and their children of second and third generations- were conducted in the qualitative stage. Data collected via the interviews were used to define survey questions and also be used to support the quantitative research results.The survey was conducted to 438 Turkish immigrants chosen as samples from the same city. The result of the survey showed the demographic and immigrant features, acculturation levels formed by ethnic identity, language preferences and acculturation agents, food consumption and shopping preferences and behavior. The relation between food consumption and shopping behaviors with the acculturation levels formed by three acculturation factors- ethnic identity, language preferences and acculturation agents-were also defined.The results of the research revealed that Turkish immigrants in Germany are bicultural individuals who are acculturated moderately. The study also showed that ethnic identification during an immigrant?s acculturation process is an important factor leading both food consumption preferences and food shopping behaviors of the immigrant.