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

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.