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Asian J Beauty Cosmetol > Accepted Articles

doi: https://doi.org/10.20402/ajbc.2018.0215    [Accepted]
Consumer Acculturation of Chinese Students’ Beauty Ideals and Consumption Behavior in a Multicultural Environment
Kyung Jin Kim1, hyo sun han2
1Department of Marketing, University of Exeter, Devon, South West England, United Kingdom
2Korea Institute of Dermatological Sciences, Seoul, Korea
Corresponding author:  hyo sun han ,Tel: +82 70 7707 4564, Email: dang0602@hanmail.net
Received: March 15, 2018;  Accepted: April 12, 2018.  Published online: June 30, 2018.
The paper aims to explore what are more acculturation agents which are not only culture of origin and of immigration but also culture of another foreign country and how acculturation and cultural pluralism strategies can change beauty ideals and can be adapted when Chinese women in the UK consider beauty consumption.
By means of an ethnographic research, female Chinese students studying and living in the UK participated in this study. Qualitative research methodology with 12 in-depth interviews is utilized to explore Chinese migrants’ beauty ideal and beauty consumption in the UK.
Findings suggest that another acculturation agent of Korean wave (Hallyu), which is due to media and internet development, and foreign influences with culture of origin (China) appear to have a great impact on determining Chinese students’ beauty consumption in the UK. Furthermore, in terms of beauty ideal for face to the Chinese students, it shows combinations of Asian and Western cultural impact, which was influenced by a foreign influence within their culture of origin rather than foreign influences with their culture of immigration. In contrast, as for body beauty ideal, Chinese students in the UK have been acculturated with culture of immigration.
This study contributes to the literature on multicultural and consumer marketing by extending acculturation agents with consumer acculturation framework in multicultural contexts.
Key words: Multicultural consumption behavior, Consumer acculturation, Consumer behavior, Cultural pluralism, Beauty consumption
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