Consumer Behavior

Consumer Responses to Ethnic-Inspired Apparel: The Role of Ethnic-Embeddedness and Regulatory Focus

Author
  • Jonghan Hyun (Kent State University)

Abstract

This study examines ethnic-inspired apparel (EIA) in the U.S. market, focusing on the degree of ethnic-embeddedness (EE) and its influence on consumer behavior. It explores how the extent of ethnic cues in EIA affects perceived aesthetics and, consequently, buying intentions. The research also investigates how chronic regulatory focus (promotion-focused vs. prevention-focused) moderates these effects.

Keywords: ethnic-inspired apparel, ethnic embeddedness, regulatory focus

How to Cite:

Hyun, J., (2024) “Consumer Responses to Ethnic-Inspired Apparel: The Role of Ethnic-Embeddedness and Regulatory Focus”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17191

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Published on
21 Jan 2024
Peer Reviewed