How second-generation consumers choose where to shop: A cross-cultural semiotic analysis

• We examine cultural identity issues of second-generations consumers.
• We show that these cultural identity issues impact their shopping behaviors.
• Second generations map retailers according to cultural identity positions.
• Retailers must take these cultural identity issues in communication and merchandising.

Using ethnographic interviews and Greimasian semiotics, this study explores second-generation ethnic consumers’ perceptions of physical shopping environments from a cultural identity perspective. It reveals how second-generation ethnic consumers make decisions about where to shop for cosmetics. The key results reveal the identity dimensions of shopping behaviour that retail stores wanting to target second-generation ethnic consumers must take into consideration.