Abstract
Despite increased purchasing power of Hispanic immigrants in the U.S., limited studies focus on this ethnic group. This qualitative study aims to explore acculturation levels of Hispanic immigrant couples in the U.S., their general attitudes related to shopping(i.e., shopping orientation) of those consumers, and a potential relationship between acculturation levels and shopping orientation. Qualitative data were gathered by interviewing 15 Hispanic married couples who were born and raised in a Hispanic country and moved to the U.S. after the age of 18. Interviews were conducted in Spanish using purposive and snowballing sampling methods. Interview findings revealed that Hispanic immigrants maintain their original culture while adopting the host culture (i.e., integration). Hispanic immigrants’ acculturation mode reflects their shopping orientation which includes quality-conscious,price-conscious, brand-conscious, time-conscious, and recreational orientation. Findings suggest a positive association between the integrated cultural level and shopping orientation.
Highlights
In the U.S, Hispanic immigrants are the largest minority ethnic group with a population of 58 million in 2016 (Flores, 2017)
Interview findings revealed that Hispanic immigrants maintain their original culture while adopting the host culture
The majority of the participants indicated that they prefer buying fashion products in the U.S due to superior product quality (93%), affordable price (77%), convenient shopping (66%), national brands (63%), and customer service (43%)
Summary
In the U.S, Hispanic immigrants are the largest minority ethnic group with a population of 58 million in 2016 (Flores, 2017). According to a Business Wire report (2015), 55% of Hispanic immigrants in the U.S are bicultural, preserving Hispanic cultural values while adapting to US cultural values. The process of acculturating to the U.S involves integrating some beliefs, attitudes, and behaviors of the mainstream culture, while preserving other beliefs, attitudes, and behaviors from the cultural of origin (Berry, 1997; Johnson, 2007). Acculturation is a crucial component of studying ethnic consumers’ consumption behaviors (Owenbey & Horridge, 1997; Segev, 2014). Unexplored, are the ways in which acculturation interplays with Hispanic immigrants’ shopping orientations in the apparel shopping context. The purpose of this study is to explore how cultural dynamics interplay with shopping orientations of Hispanic immigrants
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