The cultural identity dimensions of shopping environments: an analysis of French second-generation ethnic consumers' discourse about their shopping experience

Virginie Silhouette-Dercourt and Denis Darpy ()
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Denis Darpy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This communication explores consumers' perception of shopping environments from a cultural identity perspective. French second-generation ethnic consumers' discourse about their cosmetic shopping and consumption styles is analyzed. This enables us to understand that shopping environments are organized according to cultural identity dimensions. Retail stores willing to target ethnic consumers must take into consideration these identity dimensions of their behaviors.

Keywords: ethnicity; identity; store environment; consumer behavior (search for similar items in EconPapers)
Date: 2010-09-29
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Published in French – Austrian – German Workshop on Consumer Behaviour, Sep 2010, Saarbrucken, Germany. pp.100

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00518449

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