Customer Discrimination in the Fast Food Market: A Web-Based Experiment on a Swedish University Campus

Reprint No. 2020:77

Author(s): Ali Ahmed and Mats HammarstedtYear: 2020 Title: Migration Letters Volume (No.): 17 (6) Pages: 813–824
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Preliminary version

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.

Ahmed, Ali and Mats Hammarstedt (2020), "Customer Discrimination in the Fast Food Market: A Web-Based Experiment on a Swedish University Campus". Migration Letters 17(6), 813–824.

Mats Hammarstedt


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