Journal of Agriculture, Food Systems, and Community Development ISSN: 2152-0801 online www.AgDevJournal.com Acculturation and consumption: Examining the consumption behavior of people of Afro-Caribbean descent in Canada Bamidele Adekunle,a, * Glen Filson,a Sridharan Sethuratnam,b and Dario Cidroa Submitted 6 January 2011 / Accepted 12 May 2011 / Published online 28 September 2011 Citation: Adekunle, B., Filson, G., Sethuratnam, S., & Cidro, D. (2011). Acculturation and consumption: Examining the consumption behavior of people of Afro-Caribbean descent in Canada. Journal of Agriculture, Food Systems, and Community Development, 2(1), 297–313. http://dx.doi.org/10.5304/jafscd.2011.021.001 Copyright © 2011 by New Leaf Associates, Inc. Abstract Keywords This paper examines the consumption of ethno- acculturation, Afro-Caribbean, consumption, cultural vegetables by people of Afro-Caribbean ethnocultural vegetables, Greater Toronto Area descent in the Greater Toronto Area (GTA) of Canada while considering their acculturation level. Introduction The results indicate that the respondents are willing Researchers have suggested that ethnicity, which to substitute other closely related varieties for their refers to people who share the same cultural ethnic vegetables when they are scarce. The accul- heritage, has a strong impact on the consumption turation scale also indicates that these Canadians pattern of ethnic groups, especially when they are assimilate and accept the values of other ethnic away from their home countries (Adekunle, Filson, groups while they retain their own identity. As con- & Sethuratnam, 2010; Gren, 1999; Hamlett, Bailey, sumption of ethnocultural vegetables is part of Alexander, & Gareth, 2008). The consumption their identity, among GTA Afro-Caribbean pattern of ethnic Canadians is not well researched, Canadians there is a very large unmet demand for aside from a few studies (Adekunle et al., 2010; ethnocultural vegetables, which is likely to be true Abdel-Ghany & Sharpe, 1997; D’Astos & throughout the country. Daghfous, 1991; Lee & Tse, 1994; Wang & Lo, 2007). However, there is no extensive study of ethnocultural food consumption by people of a School of Environmental Design and Rural Development African descent in Canada (defined as people from (SEDRD), University of Guelph, Ontario, Canada sub-Saharan Africa and the Caribbean or West b FarmSart, Guelph, Ontario, Canada Indies who now reside in Canada). * Corresponding author: Bamidele Adekunle, School of Environ- mental Design and Rural Development, 50 Stone Road, Analysis of consumption within a cultural context Guelph, Ontario N1G 2W1 Canada; +1-519-824-4120 is complicated, especially in the case of African x53510; [email protected] descendants, with differences as the result of the Volume 2, Issue 1 / Fall 2011 297 Journal of Agriculture, Food Systems, and Community Development ISSN: 2152-0801 online www.AgDevJournal.com various countries of origin. Due to this complexity, behavior of a particular ethnic group is required it is appropriate to study ethnic behaviour by tak- (Herche & Balasubramaian, 1994; Jamal & Chap- ing into consideration age, gender, socioeconomic man, 2000). Acculturation levels also influence the characteristics, place, and generational difference expenditure on and consumption of different (Hamlett et al., 2008; Jackson et al., 2006; Miller, commodities (Herche & Balasubramaian, 1994). Jackson, Thrift, Holbrooke, & Rowlands, 1998). While considering all these variables, this paper is This paper concentrates on the Greater Toronto an attempt to enhance understanding of the con- Area (GTA) because it is the largest metropolitan sumption behavior of Afro-Caribbean Canadians area in Canada, with a population of close to six (AC-Canadians), with an emphasis on the vegeta- million. African descendants in the GTA number bles they consume that come from their respective about 400,000, making them the third largest eth- countries. Although consumption decisions at nic group in the GTA, and thus their food times are more subjective than rational, vegetables demands should affect what foods are available in that are associated with specific cultures will con- stores. In this paper we have chosen to focus on tinue to be sought based on an ethnic group’s past the vegetables that relatively recent immigrants to experience, or what we refer to as their bounded the GTA eat or would like to eat. This paper also rationality — in which decision-making by discusses the interconnection between accultura- individuals is limited to the information at their tion and consumption patterns of people of Afro- disposal or past experiences (Simon, 1955). The Caribbean descent in the GTA. The types of subjectivity and different utility levels experienced vegetables consumers are eating are changing in the by each consumer develop as a result of personal GTA because the demographics of the city have characteristics, years spent in Canada, and degree been changing substantially over the past several of acculturation (assimilation of other ethnic decades. groups’ values, norms, foods, and ways of life). Many authors (Dwyer & Jackson, 2003; Gregson, Acculturation and Consumption Crewe, & Brooks, 2002; Jackson, 2002) have also There is a growing body of research that considers analyzed consumption and they believe that the relationship between acculturation, ethnicity, consumption operates within a cultural context. and consumption. The connection between con- sumption patterns and ethnicity in Canada has Since this paper’s analysis is within a cultural con- been explored (for example, Abdel-Ghany & text, a clear understanding of the phenomenon that Sharpe, 1997). One’s personal history and culture defines a people’s level of integration with and tends to determine food preferences (Neff, Palmer, assimilation of other cultural values within Canada McKenzie, & Lawrence, 2009). — their level of acculturation — is required. An understanding of acculturation is needed because Acculturation is not a linear process that leads to consumers who are visible minorities (visibly dis- assimilation; in any case, “acculturation and the tinct from the dominant ethnocultural groups) are assertion of ethnic identity are not mutually exclu- often in a multiple state of identity, which affects sive” (Hamlett et al., 2008, p. 97). Rather the their interactions within and outside their ethnic authors approvingly cite Berry (1980), who argues group (Jamal & Chapman, 2000). A careful exami- that “acculturation is a bi-directional process in nation of the acculturation level of AC-Canadians which an individual constantly moves back and is important because it shows how easily they can forth, between positions of assimilation, integra- be integrated into Canadian society and what tion, marginality and separation” (cited in Hamlett impact their degree of acculturation has on their et al., 2008, p. 97). consumption of ethnocultural vegetables. Immi- grants express their ethnic identity through their Acculturation arises when people from different patterns of consumption behavior, so a critical ethnic groups decide to co-exist in the same loca- analysis of the acculturation and consumption tion, leading to changes in the original cultures of 298 Volume 2, Issue 1 / Fall 2011 Journal of Agriculture, Food Systems, and Community Development ISSN: 2152-0801 online www.AgDevJournal.com both groups (Chapman & Jamal, 2000). Accultura- ple, a second-generation African descendants living tion can arise as a result of migration to a new in Canada may be more accommodating to non- country for work or education, or for personal rea- African vegetables than a Nigerian who migrated sons (Laroche, Chankon, & Hui, 1997). According to Canada a decade ago. Adaptation as the result of to Berry (1980), there are four modes of accultura- exposure and learning can explain these tion: integration, assimilation, separation or rejec- differences. tion, and marginalization/deculturation. The mode an individual adopts and the extent of acculturation The effect of acculturation on the consumption depend on exposure, proper understanding of the behavior of certain ethnic groups in Canada has new culture, and the circumstances that prevail in been documented. D’Astos and Daghfous (1991), his or her immediate environment (Dato-on, 2000). for example, suggest that highly acculturated Understanding acculturation requires exploring the Muslim Arabs show signs of social integration into concept of ethnicity, which can be examined the host society, while less acculturated individuals through different dimensions (Webster, 1994). It remain involved mainly with Arab mosques, cul- can be defined as the shared heritage of a racial tural associations and institutions within Canada. group (Jamal & Chapman, 2000), or as individuals The higher the acculturation level, the lower the self-identifying as members of a particular group sense of ethnic identity. Lee and Tse (1994) discov- based on such variables as language, values, norms, ered that media consumption among immigrants religion, and skin color (Jamal & Chapman, 2000; from Hong Kong varies with the level of accul- Tajfel, 1981). Cognition and perception are turation; the longer they have lived in Canada, the involved, because individuals of the same ethnicity less likely they are to use ethnic media as compared might not accept readily the expectation of the to host media. group, based on their own personal conviction or exposure to other realities that makes them more According