‘Metacculturation’: Cultural Identity Politics in Greenlandic Food Discourses

Consumer acculturation refers to processes whereby consumers negotiate their settlement in a different cultural context. Through an analysis of Greenlandic food discourses, we suggest a second order consumer acculturation – ‘metacculturation’ - whereby consumers become reflexive of their own cultural background. This has important implications for cultural identity theorizing in consumer research.


Søren Askegaard, Dannie Kjeldgaard, and Eric J. Arnould (2011) ,"‘Metacculturation’: Cultural Identity Politics in Greenlandic Food Discourses", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Søren Askegaard, University of Southern Denmark, Denmark
Dannie Kjeldgaard, University of Southern Denmark, Denmark
Eric J. Arnould, University of Wyoming, USA


NA - Advances in Consumer Research Volume 38 | 2011

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