Identity and apparel consumption among Puerto Rican consumers

The purpose of this study was to explore the meanings that Puerto Ricans assign to the consumption of apparel products and how consumption is important to their identities. Puerto Ricans are the second-largest Hispanic/Latino subgroup in the United States. Research on Hispanics/Latinos demonstrate that the presence of this group is strengthening in all sectors of the US economy, yet little is known about their consumption practices, particularly the different consumer groups comprising the overall market. An interpretive approach to data collection and interpretation was employed to explore the meanings associated to the consumption of apparel products among a specific group of Hispanic/Latino consumers: Puerto Ricans. A total of 22 in-depth interviews were conducted with Puerto Ricans living in Puerto Rico. Data analysis revealed that Puerto Rican consumers are strongly influenced by sociocultural values when it comes to the consumption of apparel products as these products are used as tools to convey important meanings related to identity. Based on the findings, theoretical implications and future research avenues are discussed.