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What am I Going to Eat Here? Food Tensions of Immigrants in a Cosmopolitan City

  • Michelle BergadaàEmail author
  • Nada Sayarh
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

For immigrants, food represents an identity and a personal and community bond. This identity is challenged when the consumer under globalization accepts a job abroad. It will evolve as it comes into contact with other cultures. Our research took place in the cosmopolitan city of Geneva. The sociodemographic, cultural, and structural characteristics of the immigrant population in Geneva are very different from those that are usually studied to analyze immigrants’ integration trends. We conducted 2 focus groups and 13 interviews for our naturalistic inquiry. Our analysis of the data enabled us to identify three identity-related tensions and the strategies devised by our respondents to manage them. We were hence able to establish the link between the discourse and the meaning of culturally marked food.

Keywords

Food Postassimilationist Tensions Identity 

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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.University of GenevaGenevaSwitzerland

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