Avec le plus grand et le plus diversifié nombre d’immigrants et d’étrangers en Europe, la France représente un segment de marché viable et inexploité. Le marketing ethnique, élaboré par plusieurs acteurs du marché, a pour objectif de développer de nouveaux segments de marché, ou de couvrir l’ensemble du marché en tenant compte de la croissance multi-ethnnique en réalité. L’objectif de notre travail est de mesurer l’identité ethnique de la population ethnique en France, leurs facteurs de socialisation, leur comportement de consommation ethnique en général, et leur consommation d’aliments ethniques en particulier, ainsi que de déterminer les influences de ces facteurs. Cette recherche s’inscrit dans une démarche hypothético-déductive et est structurée en deux parties théorique et empirique pour servir l’objectif visé. La première partie est consacrée à l’analyse du contexte général, à la revue de la littérature et à l’élaboration d’un modèle conceptuel de l’identité ethnique, des facteurs de socialisation et de leurs impacts sur les comportements de consommation ethnique et sur la consommation d’aliments ethniques. Seront analysées la théorie de l’identité sociale [Henry Taifel & John C. Tuner 1970], la théorie du développement de l'identité qui se compose de la théorie de l'ego identité [Erik Erikson 1986] et des recherches empiriques sur l'identité personnelle [Marcia, 1980] et le développement de l'identité ethnique [ Phinney et Ong, 2007] ; la théorie de la culture, sous-culture, contre-culture, acculturation, ainsi qu'une connaissance approfondie de l'ethnicité, l'identité ethnique et le marketing ethnique. La partie empirique sera consacrée à la collecte, le traitement et l’analyse de données, qui serviront à vérifier non seulement les variables du modèle conceptuel, mais aussi les hypothèses des relations entre elles. Les résultats de notre étude sur la population ethnique en France ont confirmé nos hypothèses de manière générale. Ils sont utiles en termes de contribution théorique et managériale car ils aident à mettre en évidence quelques stratégies pour le marketing ethnique associé à l'identité ethnique, les comportements de consommation ethnique et la consommation d'aliments ethniques. / As a country with biggest number of immigrants in Europe, France has been so far known with its multiple ethnic populations, in which the ethnic minority represents a viable and untapped market segment. As a result, ethnic marketing has been developed correspondingly by several market agents who would like either to pursue new market segment or strive to cover the whole market while taking into account of growing multi-ethnic reality in France. The objective of this research is to measure ethnic identity of ethnic population in France, their socialization factors, their ethnic consumption behavior in general and their ethnic food consumption in particular, as well as to determine the influences of these factors. Applying a hypothetico-deductive approach, both theoretical and empirical investigations are conducted to serve the mentioned objective. The first part is a literature review, helpful in developing a conceptual model of ethnic identity, socialization factors and their impacts on ethnic consumption behavior and ethnic food consumption. It includes the social identity theory [Henry Taifel & John C. Tuner, 1970]; identity development theory which consists of theory on ego identity [Erik Erikson, 1986] and empirical researches on personal identity [Marcia, 1980] and ethnic identity development [Phinney & Ong, 2007]; theory on culture, sub-culture, counter-culture, acculturation; as well as in depth knowledge on ethnicity, ethnic identity, and ethnic marketing. Whereas empirical part involves data collection, processing and analysis, which servethe purpose of verifying not only variables of the conceptual model, but also the hypotheses on the relationships between them. The results of the survey on ethnic population in France have confirmed these hypotheses. They are useful in terms of theoretical contribution, as well as from the point of management since they help highlighting some strategies for ethnic marketing in associated with ethnic identity, ethnic consumption behavior and ethnic food consumption.

Les études sur le comportement de consommation ont reconnu l’influence de la culture. L’anthropologie a enrichi l’approche de la culture via les études in situ et a permis d’appréhender le caractère mouvant de celle-ci. De plus, elle a mesuré l’impact des variables situationnelles sur la force de l’ethnicité des consommateurs. Les études sur l’éthique sont plus récentes et modélisent la prise de décision éthique en montrant l’influence des variables personnelles et environnementales.Face à un environnement de plus en plus multiculturel et une intensification des préoccupations éthiques, la présente thèse a conceptualisé un modèle de comportement de consommation éthique-ethnique afin de répondre à la question de recherche suivante : l’environnement culturel et les caractéristiques individuelles influencent la philosophie morale individuelle, les critères de choix, le comportement et la consommation éthique et ethnique. L’étude, administrée par questionnaire sur 969 individus associe l’éthique au comportement ethnique pour la première fois. Les résultats montrent que les personnes fortement attachées à un groupe culturel et à des normes culturelles sont également plus sensibles aux critères éthiques et ethniques dans leurs intentions d’achat ce qui confirme le rôle du groupe dans la construction de la personnalité. La force de l’identité ethnique influence à la fois les comportements (ce qui est un des apports de cette étude) et les consommations éthique et ethnique. Néanmoins, la prise de décision éthique a une influence indirecte sur les comportements éthique et ethnique : cette relation est médiatisée par des critères de choix. Les implications managériales sont de plusieurs ordres : tout d’abord, les entreprises ont intérêt à communiquer sur les dimensions éthiques de leurs produits ethniques et par ailleurs, cette étude montre l’intérêt de développer des offres dites d’ « expériences de consommation / Research recognizes the influence of culture on consumer behaviour. Anthropology has developed the culture approach thanks to in situ studies and has allowed to grasp her moving nature. Moreover, it has measured the impact of situational variables on the strength of ethnic identity’s consumers. Studies on ethics are more recent and model the ethical decision making including the influence of individual and environmental characteristics. Facing an environment more and more multicultural and a growth of ethics concerns, the present thesis has conceptualized a model of ethic-ethnic consumer behaviour in order to answer the research question: cultural environment and individual characteristics influence the individual moral philosophy, the choice criterias, the behaviour and the ethic-ethnic consumption. The study, managed by a survey on 969 respondents, associates ethics and ethnic behaviour for the first time. Findings show that persons strongly attached to their cultural group and their cultural values are also more sensitive to ethics and ethnics criterias in their purchase intentions, which confirms the importance of the group in the personality construction. The strength of ethnic identity influence behaviours (which is a contribution of this study) and ethic and ethnic consumptions. Nevertheless, the ethical decision making has an indirect influence on the ethic and ethnic behaviours: this relation is mediatised by choice criterias. Management implications are numerous: first, firms have interest to communicate on the ethical dimensions of their ethnic products and secondly, this study shows the interest to develop offers based on “consumption experiences”.

In today’s globalised world, everyday life becomes increasingly “liquid” - changing and fragile - as individuals continuously adapt their lifestyle and behaviour to global influences (Bauman 2000). To provide a general framework for understanding this world, Appadurai (1996) introduces five “dimensions” of global flows in his seminal work Modernity At Large: ethnoscapes, financescapes, mediascapes, ideoscapes, and technoscapes. One of them, the ethnoscapes, refers to the increased mobility of individuals and peoples, impacting their cultural affiliations and social networks. <p>The focus of this thesis lies on international, cross-border migrants, the primary representatives of these uprooted individuals. Studying migrants’ consumption behaviour provides a better understanding of the issues faced by all members of liquid life in terms of consumption behaviour, whether they are migrants or not, by referring to its most extreme cases.<p>The present dissertation addresses migrant consumer research through an original angle. It suggests that international migrants position themselves in the global mediascapes of cosmopolitanism and transmigrant communities by activating different consumption discourses. This approach offers a solution to previous ambiguous categorisations of international migrants by relying on self-categorisation across national and cultural boundaries instead of outside-defined sociodemographic or geopolitical criteria. In addition to providing a typology based on the migrants’ strategies of positioning that explains global consumer acculturation, the results allow for a disambiguation of the notions of immigrants, globals and cosmopolitans.<p>The contribution of the dissertation lies in its contrast to existing research, and is therefore more adapted to the liquidity of our modern world. Indeed, the field of consumer research as much as political discourse or companies tend to categorise international migrants according to socioeconomic or geopolitical criteria, such as education, duration of stay or ethnic origin. While consumer research often views low-skilled immigrants in light of specific ethnic groups (Peñaloza 1994, Oswald 1999, Üçok 2007), cross-cultural samples represent the preferred approach to highly-skilled expatriates (Thompson and Tambyah 1999). Consumer research addresses and considers these categories of migrants differently, a questionable postulation in light of global flows which render movement across nations more complex and lead to mixed and multiple cultural affiliations. <p>The main research question to answer in the present thesis is: How do international migrants use consumption behaviour to make sense of their experience? Its broad character allows for new insights and approaches to emerge, both on the side of existing literature and on the empirical side. <p>The dissertation initiates the answer by a first review of the literature. The review highlights gaps and contradictions which can be found in the literature centred on international migrants and their consumption behaviour. The explanation of the context of this research encompasses the definition of consumer culture as well as of globalisation. Indeed, consumption as a discourse plays a role especially in terms of the subscription to a particular group; individuals use consumption to communicate, to express their affiliation with a family, or a place, to situate their identity in their universe (Douglas and Isherwood 1979). These issues change in the global context, and therefore need review. Migration research constitutes the second chapter of the literature review. It presents on the one hand the people endeavouring migration, and on the other, illustrates the various models explaining migration as a process. <p>Based on this review, the research question transforms, splitting it into three elements, each focusing on one element: cultural affiliations, migrant networks and consumer acculturation. The consequent empirical part aims at answering these three questions through three separate, though complementary, research phases, which rely on in-depth interviews, focus groups and observations. Each phase predominantly addressed one research question, though all three elements remain present in all phases. <p>Different types of consumption discourses emerge; in the case of a focus on products of home and/or host culture, three locality discourses develop. Seven globality discourses integrate global and other foreign products in the equation. International migrants seem to use these locality and globality discourses to position themselves in today’s liquid world. They can consequently be compared to the twelve worlds that are presented by Rosenau (2004) as positioning strategies resulting from global “fragmegration”, that is, the difficulty of integrating fragmented and contradictory elements of global societies. <p>The contribution of this dissertation lies in the integration of more diversity in the concepts of cultural affiliations, migrant networks and consumer acculturation. Consequently, the locality and globality discourses provide indications as to the acculturation strategies possible for its members.<p>Doing so, this thesis integrates debates of the local and the global, immigrants versus expatriates, integration versus acculturation, a comparison of interest to both researchers and marketers. On a theoretical level, the thesis provides thus a more generalised view on international migrants, incorporating previous categories. It provides practical solutions, both on a political and on a managerial level. The provided typology enables policy-makers and managers to better understand the new tendencies and problematics inherent to international migration and to address migrants in a way taking into account their actual affiliations and networks. <p> / Doctorat en Sciences économiques et de gestion / info:eu-repo/semantics/nonPublished