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

Choudhary, Sonal; Nayak, Rakesh; Kumari, Sushma; Choudhury, Homagni


Sonal Choudhary

Rakesh Nayak

Homagni Choudhury


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.


Choudhary, S., Nayak, R., Kumari, S., & Choudhury, H. (2019). Analysing acculturation to sustainable food consumption behaviour in the social media through the lens of information diffusion. Technological Forecasting and Social Change, 145, 481-492.

Journal Article Type Article
Acceptance Date Oct 12, 2018
Online Publication Date Oct 30, 2018
Publication Date 2019-08
Deposit Date Nov 22, 2018
Publicly Available Date May 1, 2020
Journal Technological Forecasting and Social Change
Print ISSN 0040-1625
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 145
Pages 481-492
Keywords Management of Technology and Innovation; Applied Psychology; Business and International Management
Public URL
Publisher URL


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