What is it about?
Acculturation is a phenomenon occuring in societies with increase global connectivity be it direct or indirect. This results in cultural paradoxes resulting an impact on consumption also. This study explores the phenomenon in context of Western fashion luxury purchase.
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Why is it important?
Acculturation is a phenomenon that marketers may like may dislike but they cannot ignore it.
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This page is a summary of: Impact of acculturation to western culture (AWC) on western fashion luxury consumption among Gen-Y consumers in the Asia-Pacific region, Journal of Retailing and Consumer Services, September 2020, Elsevier, DOI: 10.1016/j.jretconser.2020.102179.
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