Impact of Fashion Orientation on Hispanic and Non-Hispanic White Consumer Behavior

The purpose of this research is to examine the influence of fashion involvement, fashion consciousness, and shopping enjoyment on non-Hispanic White and Hispanic consumers’ selection of shopping channel. The U.S. Hispanic consumer base is rapidly growing, which makes them an important group to study and understand. Surveys were analyzed from 451 students at a Southwestern university in a region where more than half of the population self-identify as Hispanic. The data were analyzed using SPSS and LISREL, and the hypotheses were tested using a structural equation model. The results of this study indicate differences in shopping behavior between Hispanic and non-Hispanic White consumers with fashion consciousness exhibiting a greater influence on enjoyment for Hispanics than non-Hispanic Whites. In addition, non-Hispanic Whites preferred Fashion Discounter Patronage, whereas Hispanics preferred Department Store Patronage above other shopping channels.