“…Towards a framework for understanding ethnic consumers' acculturation strategies in a multicultural environment: A food consumption perspective Bidit Lal Dey, Sharifah Alwi, Fred Yamoah, Stephanie Agyepongmaa Agyepong, Hatice Kizgin, Meera Introduction Globalisation creates a heterogeneous and diverse composition of societies and multicultural markets (Neal et al, 2013;Beck, 2006;Cavusgil et al, 2005), as local, national and regional migration of people continues to change the demography and sociocultural texture of various societies. The emergence of multi-ethnic and multicultural societies in recent times calls for changes in managing organisations (Sarpong and Maclean, 2015;Janssens and Zanoni, 2014;Rossiter and Chan, 1998) and approaching customers (Gaviria and Emontspool, 2015;Riefler et al, 2012;Jamal, 2003). With growing diversity becoming an integral part of large western metropolitan cities, further research on their ethnic populations' interaction with multicultural social and market institutions can offer deeper insights into how and why they adopt/avoid/resist various attributes of their ancestral, global and host societies' traditional culture and other ethnic sub-cultures in a multicultural society, which is important to understand with a view to segment customer markets, assess market dynamics and analyse the current and future trends of consumer culture (Craig and Douglas, 2006;Alden et al, 1999).…”