In search of the good life: Reconstructing the meaning of consumption rituals among international lifestyle migrants

Abstract

Purpose

Implicit within much of the migrant literature is an assumption that migrant flows are primarily motivated by economic differences. However, such an assumption raises three interesting questions. First, why would people wish to leave a country where income levels are relatively high, public services are extensive and the standard of living is well above global averages? Second, what are the socio-cultural attributes that might attract such potential migrant to a new domicile state? Third, how might this be reflected in consumptive attitudes and behaviours within their new domicile state? The paper aims to discuss these issues.

Design/methodology/approach

In order to investigate the answer to these questions, a two-stage qualitative research methodology incorporating photographic self-records and in-depth interviews is used to examine UK migrants’ decisions to migrate to New Zealand. Subsequently, the authors examine the celebration of Christmas in New Zealand by UK migrants to better understand meaning creation and re-creation of consumption activities within a new socio-cultural context informed by their decisions to migrate.

Findings

Findings suggest that with some lifestyle migrant groups, individualistic values and belief systems appear to play a significant role in determining consumptive attitudes and behaviours in their domicile states.

Originality/value

This research identifies how some migrant groups may adopt a more reflexive approach by undertaking a complex and sophisticated process of self and social identity construction reflective of their individualistic values and belief systems rather than the acceptance or rejection of their domicile culture.

Citation

Garry, T. and Hall, C.M. (2015), "In search of the good life: Reconstructing the meaning of consumption rituals among international lifestyle migrants", International Marketing Review, Vol. 32 No. 2, pp. 219-240. https://doi.org/10.1108/IMR-12-2013-0285