Migration Decisions and Consumer Acculturation Process: Key Determinants Based on Polish Migrants’ Consumption Patterns in the United States

The paper aims, firstly, to indicate what role acculturation plays in the consumer decisions of Polish migrants. To this end, it uses the example of the exploratory buying behavior tendency (EBBT) of contemporary Polish migrants in the United States. Secondly, it aims to show how important consumer behavior is in decisions to remain in a host country. Initially, we present the most important assumptions of consumer acculturation theory and review existing research on the Polish migrant consumer. Then, key consumption patterns are described using a survey of a sample of Polish migrants and Americans of Polish origin (n=247) and, for comparative purposes, samples of Americans (n=300) and Poles (n=300). The study considers the heterogeneity of the study population and divides the migrant group into three segments by degree of acculturation. According to their various levels of acculturation, the Polish migrants exhibit different habits and make different decisions. The study also highlighted the social importance of understanding consumer acculturation, as it may be dysfunctional and may be an expression of social inequalities. This understanding may thus help eliminate such inequalities.