“One country, two systems”: consumer acculturation of Hong Kong locals

Purpose The purpose of this paper is to examine local consumers’ acculturation process as they observe, encounter and shop with an influx of outsiders. Design/methodology/approach The multi-year qualitative study (involving in-depth interviews and netnography) investigates Hongkongers’ adaptation to encounters with Mainland Chinese shoppers in Hong Kong. Findings The authors focus on the world of luxury brand consumption, which plays a key role in signaling a newfound status for Mainlanders, and a change in identity construction for Hongkongers. Hongkongers’ acculturation process in response to large numbers of Mainland luxury shoppers includes emotional responses, behavioral adaptation and identity negotiation. Research limitations/implications This research has theoretical implications for consumer acculturation theory. Practical implications This research has managerial implications for consumers’ luxury consumption experiences. Originality/value First, the authors extend the consumer acculturation literature by focusing on the adaptation of locals to visitors. Unlike other acculturation studies that focus on poorer immigrants from less industrial countries to a wealthy nation, the study focuses on local perspectives of elite Hong Kong consumers about Mainland Chinese visitors who are economically well-off but lack cultural capital. Second, emotions are found to be an important component of acculturation and their causes and consequences are analyzed.