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Fashion leadership, shopping enjoyment, and gender: Hispanic versus, Caucasian consumers׳ shopping preferences

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  • Shephard, Arlesa J.
  • Kinley, Tammy R.
  • Josiam, Bharath M.

Abstract

The purpose of this study was to examine the role of gender and ethnicity of Hispanic and Caucasian Gen Y consumers as they impact fashion leadership and shopping enjoyment. Previous research comparing these groups on fashion leadership is limited. Results indicated that differences exist between ethnic groups, between genders, and between genders within the Hispanic group and among Hispanic fashion leaders. In general, Hispanics indicated higher levels of fashion leadership and shopping enjoyment. In addition, the research has implications regarding shopping channels and clothing idea sources among levels of Hispanic fashion leadership.

Suggested Citation

  • Shephard, Arlesa J. & Kinley, Tammy R. & Josiam, Bharath M., 2014. "Fashion leadership, shopping enjoyment, and gender: Hispanic versus, Caucasian consumers׳ shopping preferences," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 277-283.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:3:p:277-283
    DOI: 10.1016/j.jretconser.2014.02.006
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    References listed on IDEAS

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    6. Chattaraman, Veena & Rudd, Nancy A. & Lennon, Sharron J., 2009. "Identity salience and shifts in product preferences of Hispanic consumers: Cultural relevance of product attributes as a moderator," Journal of Business Research, Elsevier, vol. 62(8), pages 826-833, August.
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    Cited by:

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