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.