A substantial portion of the U.S. population consists of immigrants and all the indications are that the segment is growing in numbers. According to the 2010 Census, 37.9 per cent of the American population consisted of non-European ethnic groups; this proportion is expected to be at 48 per cent in 2030 (United States Census Bureau 2012). On the contrary, the non-immigrant population is expected to have a lower growth rate of 4 per cent to 12 per cent over the same period. With the steady rise in immigrant population and subsequent diversity in the marketplace, particularly in North America and across Europe and Australia, the topic of cultural influences on immigrants’ consumption behaviour is attracting increasing attention (e.g., Forehand and Deshpande 2001; Forehand, Deshpande and Reed 2002; Laroche, Yang, Kim, and Richard 2007).
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