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Mainstream consumer attraction to ethnic-inspired apparel: Exploring the role of ethnic-embeddedness and regulatory focus

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  • Jonghan Hyun

Abstract

This study explores how ethnic-embeddedness and regulatory focus influence mainstream consumers’ purchase of ethnic-inspired apparel. Using data from 203 participants, the study employs the PROCESS model 4 and 7 to examine the relationships between ethnic-embeddedness, perceived aesthetics, regulatory focus, and purchase intention. The results show that ethnic-embeddedness positively affects the perceived aesthetics of ethnic-inspired apparel, which in turn enhances purchase intention. Moreover, consumers who are promotion-focused exhibit stronger associations between ethnic-embeddedness and perceived aesthetics, while prevention-focused consumers show weaker associations. This study contributes to ethnic-inspired apparel research by shifting focus from personal characteristics to product-specific factors, highlighting the critical role of ethnic-embeddedness and regulatory focus in consumer behavior. Practical implications for retailers are discussed as well.

Suggested Citation

  • Jonghan Hyun, 2025. "Mainstream consumer attraction to ethnic-inspired apparel: Exploring the role of ethnic-embeddedness and regulatory focus," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 16(3), pages 349-364, July.
    • Handle: RePEc:taf:rgfmxx:v:16:y:2025:i:3:p:349-364
    DOI: 10.1080/20932685.2025.2491329
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