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Economic Rationality, Ethnic Identity, and the Geographies of Consumption

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Encounters and Engagements between Economic and Cultural Geography

Part of the book series: GeoJournal Library ((GEJL,volume 104))

Abstract

Consumption research in geography illustrates the ongoing dialogue between the economic and the cultural. This paper examines consumer choice behavior of Chinese immigrants to Toronto to provide a hybrid view that emphasizes the role of ethnicity. Using a mixed methods approach that includes focus groups, field work, and surveys, it explores the relations between ethnic identity and economic rationality in immigrants’ choices of shopping outlets. In showing how shopping is saturated with cultural meanings, it reveals how their behavior contributes to the formation of unique ethnic retail environments.

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Notes

  1. 1.

    Although one could argue that the boundary between ethnic businesses and mainstream ­businesses is not always sharp, ethnic stores especially enclave-type stores generally target at a co-ethnic niche market whereas mainstream businesses are prepared to serve everyone.

  2. 2.

    A longer length of residence in the west (i.e., North American and European countries) likely brings changes to the consumer behavior of Chinese. Length of residence in the west is a better indicator than the length of residence in Canada, as some respondents stayed in the U.S.A. or Europe before immigrating to Canada.

  3. 3.

    The extracts are from the conversations. … represent words omitted and […] are added by the authors for clarification purpose.

  4. 4.

    Compared to Chinese supermarkets and travel agencies, the number of Chinese electronic stores is smaller. Their corner-store-like size is in sharp contrast to big boxes like Best Buy. However, with the aid of packed display and using extra high shelves for storage, many Chinese electronic stores are able to achieve some spatial efficacy to overcome their small size and carry a wide selection of products from the newest models of plasma TV and digital cameras to small appliances like Japanese-made rice cookers.

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Acknowledgements

This research was supported by the Social Sciences and Humanities Research Council of Canada (Grant No. 410-2001-1093). We are grateful to all the participants in this research and wish them well in building their new lives in Canada.

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Authors and Affiliations

  1. Department of Geography, York University, Toronto, Canada

    Lucia Lo

  2. Department of Geography, Ryerson University, Toronto, Canada

    Lu Wang

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Correspondence to Lucia Lo .

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  1. , Department of Geography, University of Kansas, Lindley Hall 219 C, Lawrence, 66045, Kansas, USA

    Barney Warf

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Lo, L., Wang, L. (2012). Economic Rationality, Ethnic Identity, and the Geographies of Consumption. In: Warf, B. (eds) Encounters and Engagements between Economic and Cultural Geography. GeoJournal Library, vol 104. Springer, Dordrecht. https://doi.org/10.1007/978-94-007-2975-9_6

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