The authors propose a general three‐dimensional structure of ethnic identity for Italian‐ and Greek‐Canadians with the following three dimensions: (a) Ethnic Language Use with Family Members, (b) Ethnic Language Media Exposure, and (c) Ethnic Attachment. They executed preliminary exploratory factor analyses (EFAs) and subsequent confirmatory factor analyses (CFAs) separately for each ethnic group. Results suggest much similarity between the measurement models of each group. The CFAs also indicate that the two language‐based dimensions are the most reliable indicators of ethnic identity for both ethnic groups. One multisample analysis points to potentially invariant measurement structures between the two groups and another is indicative of stability of the proposed general structure between men and women. Estimates from additional second‐order confirmatory factor analysis models, which also include acculturation, serve to demonstrate that the ethnic identity construct is discriminant of acculturation for both groups. Structural equation modeling shows that ethnic identity dimensions tend to be positively related to the consumption of traditional foods for both Greek‐ and Italian‐Canadians. On the other hand, the hypothesis that ethnic identity is negatively related to the consumption of convenience foods received only partial confirmation. This was reflected by the Italian‐Canadian sample but not by its Greek‐Canadian counterpart. Résumé Le présent article propose une structure générale à trois dimensions pour l'identité ethnique des Italo‐ et des Helléno‐Canadiens. La structure proposée comprend (a) l'utilisation de la langue ethnique avec les membres de la famille, (b) l'exposition à la langue maternelle dans les médias, et (c) l'attachement ethnique. Des analyses factorielles exploratoires préliminaires (EFAs) et confir‐matoires (CFAs) sont réalisées séparément pour chacun des deux groupes ethniques. Les résultats suggèrent une grande similarité entre les modèles de mesure proposés pour chaque groupe. Les analyses factorielles confirmatoires indiquent que les deux dimensions à caractère linguistique représented les indicateurs les plus fiables de l'identité ethnique pour les deux groupes ethniques. L'analyse confirmatoire multi‐groupes met en évidence des structures de mesure potentiellement invariantes entre les deux communautés tandis qu'une autre analyse met en lumière la stabilité de la structure proposée entre les hommes et les femmes. Des analyses factorielles confirmatoires de second ordre incluant le concept « acculturation » permettent de démontrer que dans les deux groupes étudiés, le concept d'identité ethnique ne prend pas en compte le concept d'acculturation. Le modéle d'équation structurelle indique que pour les Helléno‐ et les Italo‐Canadiens, les dimensions de l'identité ethnique tendent à être positivement reliées à la consommation d'aliments traditionnels. Par ailleurs, l'hypothèse selon laquelle l'identité ethnique est néga‐tivement reliée à la consommation de produits alimentaires d...

Package often represents the consumers' first contact with the product on the point of purchase (Underwood & Klein, 2002). Besides, consumers exposure to package often continues until its full consumption (Chandon, 2013). Package design elements have been shown to be a critical source of information consumers use to forge expectations and make choices about products and brands (Greenleaf & Raghubir, 2008; Orth & Malkewitz, 2008). While the marketing literature has seen a recent interest in the study of the effect of package design elements on product evaluation (e.g., Koo & Suk, 2016; Lui et al., 2017; Rundh, 2013), research on package transparency has been scarce (Deng and Srinivasan, 2013). However, understanding the use of transparency is key as it corresponds to a strong trend where consumers want to see what they are buying (Schürmann, 2008) and it has been shown to influence the amount of product consumed (Deng & Srinivasan, 2013). This study aims at contributing to the marketing research on structural package design elements, in particular transparency, by investigating the Canadian food industry's practices. A quantitative content analysis of 1,500 packages belonging to product categories where the use of transparency, opacity, and on-package windows is prevalent has been undertaken. This research offers a comprehensive understanding of the wide array of transparency, opacity and windowing practices adopted by food manufacturers and producers in different contexts. It highlights several future research avenues in terms of understanding the role of package opacity level, shape and location of windows, and substituting or complementing a displayed image on consumer product and brand judgement. From a managerial standpoint, it offers a broad view of the current use of transparency in several industries and underlines the advantages and downsides of the use of this package design element by food producers and manufacturers.

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