Consumer Behavior

Preliminary Investigation of the Double Consciousness of Black Millennial Consumers in Retail Shopping Experiences, and Its Influences on Consumer-Related Decisions

Authors: Kristian Hogans (University of Georgia) , Jewon Lyu (University of Georgia)

Abstract

The purpose of this study was to investigate Black millennial consumers' (BMC) shopping experiences in apparel retail spaces and how their perceptions of these spaces impact their self-awareness, shopping behaviors, and purchase intentions. An inductive qualitative approach was employed with 10 consumers who identified as Black and millennials utilizing a snowball sampling method. The study results revealed the existence of double consciousness while shopping in apparel retail spaces. BMCs' experiences were impacted by perceptions of race, resulting in blatant surveillance strategies, unwelcoming and uncomfortable store atmospheric cues, and conflict with worldview perceptions. Each of the experiences within the themes detailed an impact on the consumer's self-awareness, shopping behaviors, and purchase intentions. The analysis demonstrated how valuable consumers of color are in retail practices, identified additional methods of perceived discrimination while shopping, and provided implications to create more equitable and safe retail spaces. Future areas of research are suggested. 

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How to Cite: Hogans, K. & Lyu, J. (2022) “Preliminary Investigation of the Double Consciousness of Black Millennial Consumers in Retail Shopping Experiences, and Its Influences on Consumer-Related Decisions”, International Textile and Apparel Association Annual Conference Proceedings. 78(1). doi: https://doi.org/10.31274/itaa.13328