IDEAS home Printed from https://ideas.repec.org/a/mig/journl/v17y2020i6p813-824.html
   My bibliography  Save this article

Customer discrimination in the fast food market: a web-based experiment on a Swedish university campus

Author

Listed:
  • Ali Ahmed

    (Linköping University, Sweden)

  • Mats Hammarstedt

    (Linköping University, Sweden)

Abstract

This paper presents the results of a study that examined customer discrimination against fictitious male and female food truck owners with Arabic-sounding names on a Swedish university campus. In a web-based experiment, students (N = 1,406) were asked, in a market survey setting, whether they thought it was a good idea that a food truck was establishing on their campus and of their willingness to pay for a typical food truck meal. Four names—male and female Swedish-sounding names and male and female Arabic-sounding names—were randomly assigned to food trucks. We found no evidence of customer discrimination against food truck owners with Arabic-sounding names. Participants were slightly more positive to a food truck establishment run by a male with an Arabic-sounding name than a male with a Swedish-sounding name.

Suggested Citation

  • Ali Ahmed & Mats Hammarstedt, 2020. "Customer discrimination in the fast food market: a web-based experiment on a Swedish university campus," Migration Letters, Migration Letters, vol. 17(6), pages 813-824, November.
    • Handle: RePEc:mig:journl:v:17:y:2020:i:6:p:813-824
    DOI: https://doi.org/10.33182/ml.v17i6.873
    as

    Download full text from publisher

    File URL: https://journals.tplondon.com/ml/article/view/873/850
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.33182/ml.v17i6.873?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mig:journl:v:17:y:2020:i:6:p:813-824. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ML (email available below). General contact details of provider: https://www.migrationletters.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.