Acculturation for fashion consumer behavior: A case of Korean–American families

Jaeil Lee and Yoon-Jung Lee

Journal of Global Fashion Marketing, 2015, vol. 6, issue 4, 278-291

Abstract: The purpose of this study was to examine how parents and children of an immigrant family interact with each other in their process of acculturation to become fashion consumers in a new culture. In-depth interviews were conducted with 18 young adults to study the differences and interactions between parents and children of Korean-American families in relation to fashion-related values, attitudes and behaviors. A strong relationship between the values of parents and children was found in the Korean-American families interviewed. Two roles of fashion in relation to the acculturation process of Korean-American families were identified in this study. The two roles are, first as an indicator and second as a facilitator of acculturation. The results of this study provide a better understanding of intergenerational interaction in immigrant families who are leading transnational lives and the significance of fashion in their acculturation process as a medium of culture. This information will be useful in developing intervention programs that mediate acculturation of Korean-Americans, as well as other immigrant families. The process and characteristics of fashion-related behavior, one's ethnic identity and the value adoption of Korean-Americans were identified through this study.

Date: 2015
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DOI: 10.1080/20932685.2015.1070683

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