Are minority ethnic groups showing anti-consumption against their own culture?

Purpose Most marketing literature on acculturation focuses on how minority groups integrate into majority or host cultures. However, limited research explores how these groups relate to their own cultural norms while living in multicultural societies. This study aims to address this gap by examining how Muslim immigrants in the USA, as an ethnic minority group, alter their traditional consumption patterns, particularly regarding Halal-branded food products. Design/methodology/approach The study used a 2 × 3 factorial design, with generational status (first-vs second-generation Muslims) as the first factor and social context (Muslim family, non-Muslim friends or both) as the second. The dependent variable was anti-consumption toward Halal-branded food products. The moderating roles of religiocentrism and acculturation were also examined. Data were collected through an online survey using SurveyMonkey and analyzed via anlaysis of variance with post hoc testing. Findings Results showed that acculturation expressed through rebellion led to reduced anti-consumption among first-generation Muslims but increased it among second-generation individuals. This indicates that second-generation Muslims are more likely to resist traditional norms in multicultural settings. Interestingly, higher levels of religiocentrism among second-generation Muslims were associated with a decrease in anti-consumption behavior. Originality/value This research contributes to a novel area by exploring how minority consumers, particularly second-generation immigrants, interact with their cultural products rather than only focusing on integrating into dominant cultures. It expands the understanding of anti-consumption behavior within ethnic minority groups.