Nowadays, Ireland is multi-ethnic and cosmopolitan, with a heterogeneity and
diversity of culture. Irish census data shows an increasing number of nationalities
have migrated to Ireland, such as Brazilian immigrants. Acculturation is a
characteristic of worldwide migration and cultural multiplicity in that immigrants bring
their own cultural features while familiarizing themselves with new cultures, attitudes,
and behaviours. Consequently, this influence their consumer behaviour, which
emphasizes cultural modification as manifested in the market environment and the
processes of consumer learning that are influenced by the connections of cultures.
For this study the population is Brazilian immigrants, focusing on English
Language Students through mixed methods research composed by a survey and
interview. It aims to provide a comprehensive analysis of behaviour, which
addresses the Brazilian connections to Ireland, with the intention of understanding
the immigration issues and consumption, factors that influence their consumption.
The results show that the Brazilian immigrants have gone through some
degree of cultural alterations in relation to their feelings, standards, language, etc.,
having adapted to the some characteristics of the Irish culture. Also, that these
cultural alterations have been a solid influence on their behaviours exposed in
knowledge and conduct. The verification is that the adjustment and influence aspects
observed in the BELS are agents of acculturation.