Asian-American Consumers in Hawai’i: The Effects of Ethnic Identification On Attitudes Toward and Ownership of Ethnic Apparel, Importance of Product and Store-Display Attributes, and Purchase Intention

Abstract

This research investigates how strength of ethnic identification influences attitudes toward and ownership of ethnic apparel, importance of product and store-display attributes, and purchase intention among Asian American consumers in Hawai’i. The sample included 167 Asian Americans who visited apparel stores in Honolulu that had Asian-inspired clothing predominantly displayed. The study results showed that those participants who identified themselves strongly with their ethnic group put more emphasis on ethnic features of clothing and window displays than those with a weak ethnic identification. Overall, attitudinal measure of ethnic identification appeared to be a more important variable than the use of ethnic language in understanding importance of product and store-display attributes.

Identity salience and shifts in product preferences of Hispanic consumers: Cultural relevance of product attributes as a moderator

“…As predicted, Hispanic-dominant consumers evaluated the Hispanic aesthetic relevant product attribute significantly more positively than the mainstream aesthetic relevant product attribute. This result is consistent with numerous studies in which higher levels of ethnic identification and lower levels of acculturation were significantly correlated with greater consumption of ethnic apparel (Forney and Rabolt, 1985-86;Kim and Arthur, 2003); traditional foods (Laroche et al, 1998); ethnic-language media, targeted brands (Deshpande et al, 1986); and targeted media (Donthu and Cherian, 1994).…”

Breaking bread with Abraham’s children: Christians, Jews and Muslims’ holiday consumption in dominant, minority and diasporic communities

“…Product categories in which this effect has been found include apparel (Forney and Rabolt 1985;Kim and Arthur 2003), foods (Laroche et al 1998;Xu et al 2004), soft drinks (Chung and Fischer 1999), and entertainment including movies, music, and cultural performances (Xu et al 2004). Heightened ethnic identity also impacts broader marketing phenomena, such as brand loyalty (Donthu and Cherian 1994).…”

The Impact of Arab American Ethnic Identity on the Consumption of Culture-Specific Products

“…A handful of studies have been conducted on ethnic identity and culture-specific consumption but not nearly in proportion to the potential benefits accruing to marketers from such research. For example, studies have been conducted on the consumption of ethnic products by the Chinese in Canada (Chung and Fischer 1999), the consumption of ethnic dress by Asian Americans in Hawaii (Kim and Arthur 2003) and by Chinese and Japanese Americans in the United States (Forney andRabolt 1985-1986), the consumption of food by Italians in Canada (Laroche, Kim, and Tomiuk 1998) and by the Lebanese in Quebec ), and the consumption of both ethnic food and entertainment by Asian Americans in the United States (Xu et al 2004).…”