Acculturation for fashion consumer behavior: A case of Korean–American families

Abstract

The purpose of this study was to examine how parents and children of an immigrant family interact with each other in their process of acculturation to become fashion consumers in a new culture. In-depth interviews were conducted with 18 young adults to study the differences and interactions between parents and children of Korean-American families in relation to fashion-related values, attitudes and behaviors. A strong relationship between the values of parents and children was found in the Korean-American families interviewed. Two roles of fashion in relation to the acculturation process of Korean-American families were identified in this study. The two roles are, first as an indicator and second as a facilitator of acculturation. The results of this study provide a better understanding of intergenerational interaction in immigrant families who are leading transnational lives and the significance of fashion in their acculturation process as a medium of culture. This information will be useful in developing intervention programs that mediate acculturation of Korean-Americans, as well as other immigrant families. The process and characteristics of fashion-related behavior, one's ethnic identity and the value adoption of Korean-Americans were identified through this study.