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Analysing acculturation to sustainable food consumption behaviour in the social media through the lens of information diffusion

机译：通过信息传播的角度分析社交媒体对可持续食品消费行为的适应

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摘要

Drawing on theories of acculturation and information diffusion, this paper examines whether social media usage, intergroup contacts and information dissemination influence the cultural adaptation of three ethnic groups, and its implications on sustainable consumption behaviour. Twenty-four semi-structured interviews containing multiple dimensions of social media uses, acculturation, food consumption behaviour, and information diffusion were administered to a sample of Indians (living in the home country), British Indians (living in the host country for more than 10 years) and White British (natives of Britain) users of social media. Our findings suggest that there is a clear link between the integrated strategy of acculturation and information diffusion on social media, which influences acculturation to sustainable food consumption behaviour among social media users. Managerial implications of this research finding are that intervention in information diffusion aids acculturation through the social media, which serves to infuse social media and sustainability strategist with knowledge to best influence the consumers in developing sustainable food consumption behaviour. This research also identifies opportunities to expand this academic research and contribute further to the theories of remote acculturation on which limited research has been done.
机译：本文基于文化适应和信息传播的理论，考察了社交媒体的使用，群体间的接触和信息传播是否会影响三个种族的文化适应及其对可持续消费行为的影响。对样本为印第安人（居住在本国），英属印度人（居住在东道国的不止一个）的样本进行了二十四次半结构化访谈，其中包含社交媒体使用，适应，饮食消费行为和信息传播等多个维度。 10年）和英国白人（英国原住民）社交媒体用户。我们的研究结果表明，文化整合策略与信息在社交媒体上的传播之间存在明显的联系，这会影响社交媒体用户对可持续食品消费行为的适应。该研究发现的管理意义在于，干预信息传播有助于通过社交媒体进行文化积累，从而为社交媒体和可持续发展战略家注入知识，从而在发展可持续食品消费行为方面最大程度地影响消费者。这项研究还发现了扩大这项学术研究的机会，并进一步为进行了有限研究的远程文化理论做出了贡献。

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