Exploring Acculturation and Shopping Orientations Among Hispanic Immigrants in the U.S.

  • Eunjoo Cho (University of Arkansas)
  • Laura Toloza (University of Arkansas)


Despite increased purchasing power of Hispanic immigrants in the U.S., limited studies focus on this ethnic group. This qualitative study aims to explore acculturation levels of Hispanic immigrant couples in the U.S., their general attitudes related to shopping(i.e., shopping orientation) of those consumers, and a potential relationship between acculturation levels and shopping orientation. Qualitative data were gathered by interviewing 15 Hispanic married couples who were born and raised in a Hispanic country and moved to the U.S. after the age of 18. Interviews were conducted in Spanish using purposive and snowballing sampling methods. Interview findings revealed that Hispanic immigrants maintain their original culture while adopting the host culture (i.e., integration). Hispanic immigrants’ acculturation mode reflects their shopping orientation which includes quality-conscious,price-conscious, brand-conscious, time-conscious, and recreational orientation. Findings suggest a positive association between the integrated cultural level and shopping orientation.

Keywords: Acculturation, Fashion products, Hispanic immigrant

How to Cite:

Cho, E. & Toloza, L., (2019) “Exploring Acculturation and Shopping Orientations Among Hispanic Immigrants in the U.S.”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi:

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Published on
15 Dec 2019