Nostalgia and migration: exploring consumer behaviors in ethnic stores
DOI:
https://doi.org/10.24054/face.v24i1.2909Abstract
This paper investigates the intersection of nostalgia, migration, and consumer behavior within the context of ethnic stores. It reaffirms nostalgia's role as a driving force for consumption, emphasizing sensory triggers like tastes and sounds that evoke past emotions and memories. Drawing on empirical evidence, the study connects migration motivations with consumer choices, revealing that migrants seek products from their homelands to satisfy cravings for familiar items and cultural connections.
This study underscores the importance of adaptation, language proficiency, and cultural adaptability in migrants' lives. It also explores the pricing dynamics of products in ethnic stores and their impact on consumer behavior. Importantly, it highlights the role of ethnic stores as cultural bridges, fostering recommendations and connections between diverse communities.
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