The phenomenon of immigrants' consumer behavior : Immigrants' value differences and similarities: a home versus host comparison

Purpose – The purpose of this paper is to generate knowledge to understand individuals migrating from a non‐Western to a Western country and fill the gap of their attitude and behavior. Design/methodology/approach – The data from the European Social Survey measure basic human values with a new 21‐item instrument and are utilized for analysis. The quantitative research approach analysis measures immigrants' individual values in two directions: immigrants' value differences with the home country (Turkey) and immigrants' value similarities with the host country (Germany and The Netherlands). Second, effects of value priorities on media usage are measured. Findings – The author found that there was a change of immigrants' values priorities, whereas two value dimensions remain equal to the home and two value priorities change towards the host, such as conservation and self‐transcendence and openness‐to‐change and self‐enhancement, respectively. The effects of value priorities on media usage showed that value orientation plays a role and effects innovativeness. Research limitations/implications – This study was limited to only one group of immigrants, namely the Turkish immigrants representing the largest group in Germany and The Netherlands. Originality/value – Immigrants are a growing group in Western European society and a large new group of consumers. If manufacturers want to target this group, a better understanding of their values is a first requirement. So far, no substantial empirical research has taken a broader focus and merges the perspectives of immigrants' individual values. There is a lack of research regarding how non‐Western immigrant values change and consequently affect the behavior in Western Europe. Furthermore, no existing study compares the influence of the outcomes on attitude and behavior.