This paper presents important socio-economic characteristics of Chinese Canadians in the Greater Toronto Area (GTA) and the impact of these characteristics and acculturation on their expenditure on and consumption of ethnic vegetables. These consumers purchase ethnic vegetables based on attributes such as quality, traceable production, versatility and language. The factors that predict expenditure on ethnic vegetables among Chinese Canadians are as follows: the percentage spent on food out of total monthly income, years spent in Canada and acculturation. The estimated demand per month for Chinese ethnic vegetables in the GTA is $CAD21 million. Meeting this demand with ever more locally produced vegetables will reduce 'food miles', enhance niche market production and facilitate greater agricultural sustainability in Ontario.
This paper examines the consumption of ethnocultural vegetables by people of Afro-Caribbean descent in the Greater Toronto Area (GTA) of Canada while considering their acculturation level. The results indicate that the respondents are willing to substitute other closely related varieties for their ethnic vegetables when they are scarce. The acculturation scale also indicates that these Canadians assimilate and accept the values of other ethnic groups while they retain their own identity. As consumption of ethnocultural vegetables is part of their identity, among GTA Afro-Caribbean Canadians there is a very large unmet demand for ethnocultural vegetables, which is likely to be true throughout the country.
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