Research into consumer ethnicity is a vital discipline that has substantially evolved in the past three decades. This conceptual paper reviews its immense literature and examines the extent to which it has provided extensive contributions not only for the understanding of ethnicity in the marketplace but also for personal/collective wellbeing. We identify two gaps accounting for scant transformative contributions. First, today social transformations and conceptual sophistications require a revised vocabulary to provide adequate interpretive lenses. Second, extant work has mostly addressed the subjective level of ethnic identity projects but left untended the meso/macro forces affecting ethnicity (de)stabilisation and personal/collective wellbeing. Our contribution stems from filling both gaps and providing a theory of ethnicity (de)stabilisation that includes migrants as well as non-migrants.
- consumer acculturation
- transformative consumer research