Purpose Scholars recognize that international marketing effectiveness requires adapting to cultural values, and at the same time, paradoxically, acknowledge the possibility of cultural convergence. The purpose of this paper is to take the context of Puerto Rico as a US territory to reconcile these two propositions by analyzing culture and gender’s influence on apparel purchase. Design/methodology/approach Via multiple regression analysis, the study considers seasonality as a factor of apparel purchase patterns, developing a consumer behavior model for the apparel industry. Findings Results confirm that culture influences purchase behavior, an influence moderated by gender. Additionally, they show that seasons and special occasions are strong predictors of apparel purchase patterns. Research limitations/implications The findings assert the claims of cultural convergence, yet preserve the notion that cultural values are reflected in patterns of consumer behavior in the case of apparel. Practical implications The study develops highly explanatory models indicating that Puerto Rico expenditure reflects cultural patterns of special occasions, but overshoots expectations for its US counterpart. Originality/value The results show that Puerto Rico has appropriated several US cultural aspects (e.g. special holidays), which are expressed differently as reflected by apparel purchase behavior, supporting the notion that Puerto Rico should be treated as an international market. The study demonstrates that cross-cultural studies may be robust in absence of available Hofstede’s dimensions for a country.

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