Yes / Purpose – While it is essential to further research the growing diversity in western metropolitan cities, little is currently known about how the members of various ethnic communities acculturate to multicultural societies. The purpose of this paper is to explore immigrants’ cosmopolitanism and acculturation strategies through an analysis of the food consumption behaviour of ethnic consumers in multicultural London. Design/methodology/approach – The study was set within the socio-cultural context of London. A number of qualitative methods such as in-depth interviews, observation and photographs were used to assess consumers’ acculturation strategies in a multicultural environment and how that is influenced by consumer cosmopolitanism. Findings – Ethnic consumers’ food consumption behaviour reflects their acculturation strategies, which can be classified into four groups: rebellion, rarefaction, resonance and refrainment. This classification demonstrates ethnic consumers’ multi-directional acculturation strategies, which are also determined by their level of cosmopolitanism. Research limitations/implications – The taxonomy presented in this paper advances current acculturation scholarship by suggesting a multi-directional model for acculturation strategies as opposed to the existing uni-directional and bi-directional perspectives and explicates the role of consumer cosmopolitanism in consumer acculturation. The paper did not engage host communities and there is hence a need for future research on how and to what extent host communities are acculturated to the multicultural environment. Practical implications – The findings have direct implications for the choice of standardisation vs adaptation as a marketing strategy within multicultural cities. Whilst the rebellion group are more likely to respond to standardisation, increasing adaptation of goods and service can ideally target members of the resistance and resonance groups and more fusion products should be exclusively earmarked for the resonance group.

Yes / Purpose: This study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions towards foreign and local brands. Design/Methodology/Approach: The responses were collected on a structured questionnaire through a consumer survey. The data was then analysed through PLS-SEM. Findings: The results depict the positive influence of consumer cosmopolitanism on consumer attitudes towards foreign brands, which positively influences purchase intentions towards foreign brands and negatively influences the purchase intentions of local brands. Further, the mediating role of perceived quality was observed in explaining the consumer preference towards foreign and domestic brands. Practical Implications: Finally, the study concludes by providing implications for marketing scholars and managers of global and local brands. Originality Value: The paper examines the underlying mechanisms related to consumer cosmopolitanism and its role in influencing the foreign and local brand purchase.