Id Boumsoud, Wiam ORCID: https://orcid.org/0000-0002-5182-7134, Suleiman, Yacoob, Nabeela Hassoubah, Lujain and Edghiem, Farag (2026) Cultural Dynamics and Consumer Behaviour: A Global Perspective to Ethnic Fashion. In: Dana, L. P., Vignali, G., Ryding, D. and Yan, S., (eds.) Cultural Dynamics and Consumer Behaviour: A Global Perspective to Ethnic Fashion. Ethnic and Indigenous Business Studies . Springer Nature, pp. 377-407

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Abstract

“De gustibus non est disputandum”—there’s no disputing taste, yet in the context of ethnic fashion, taste reflects far more than individual preference, it embodies culture, identity, and a legacy of collective choices. This chapter, Cultural Dynamics and Consumer Behaviour: A Global Perspective to Ethnic Fashion, discusses how the subtle prompts and cues within the fashion industry shape consumer perceptions of ethnic fashion and encourage cultural engagement in a global context.

By situating ethnic fashion within the broader dialogue on cultural dynamics and consumer behaviour, this chapter provides an understanding of how these dynamics can foster or fracture cultural respect, underscoring the book’s commitment to a nuanced, ethical engagement with ethnicity in the fashion industry. This emphasizes that ethnic fashion is not only a business opportunity but a culturally loaded territory that demands sensitivity. The chapter also demonstrates how successful interventions can guide consumer behaviour towards inclusivity, respect, and a deeper appreciation of cultural diversity, fostering a more ethically aware engagement with ethnic fashion.

Item Type:	Book Section
Status:	Published
DOI:	10.1007/978-3-031-99021-2_17
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/14379

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