Ethnicity and consumer choice

Purpose The purpose of this study is to explain the level of involvement of Asian‐Indian consumers residing in the US when purchasing Indian ethnic apparel and contemporary American clothing at different levels of acculturation. Design/methodology/approach Data were gathered by a questionnaire administered to 254 Asian‐Indian consumers from the southeastern United States. Findings Low levels of acculturation among Asian‐Indians did result in a higher level of involvement in Indian ethnic apparel. Consumers who were moderately acculturated to western culture were less involved in Indian ethnic apparel but became increasingly involved as they became more acculturated to the US culture. In conclusion, Asian‐Indians, who were new to the US, may try to identify with the new culture leading to a decline in involvement with Indian ethnic apparel. As these consumers became more comfortable in their new environment they may have felt a need to connect with their original culture, and this could have led to a renewed interest in Indian ethnic apparel. Originality/value This study fulfills a need for literature on how ethnic groups residing in a foreign land view products indigenous to their original culture across the stages of acculturation. Understanding consumer interests of targeted market segments and their impact on the overall population may benefit fashion marketers.