Part-1 1

MATS61411 Fashion Consumer Behaviour
Cultural Influences on Consumer Behaviour

Intended Learning Outcomes
On completion of week8’s learning activities, you should be able to:
• Assess key theoretical frameworks for understanding culture.

• Discuss the relevance of cultural influences on fashion consumption and
consumer behaviour.
• Explain the manifestations of culture and its implications for fashion
retailers.
What is Culture?
Multiple interpretations and highly subjective
• “Culture is the set of attitudes, values, beliefs, and behaviors shared by

a group of people” (Matsumoto 1996)
• Culture is a fuzzy set of basic assumptions and values, orientations to

life, beliefs, policies, procedures and behavioral conventions that are
shared by a group of people, and that influence (but do not determine)
each member’s Behaviour and his/her interpretations of the
‘meaning’ of other people’s Behaviour (Spencer-Oatey 2008)
What is Culture?
“Culture is the accumulation of shared meanings, rituals, norms and
traditions among the members of an organization or society. It is what
defines a human community, its individuals, its social organizations”
(Solomon et al., 2013, p.506)
“Dynamic blueprints for action and interpretations that enable a person to

operate in a manner acceptable to other members of the culture”
(Arnould et al., 2004, p. 74)
National Cultures
Importance of Culture for Fashion
• Culture is a key element in consumer buying decision making

process, it influences consumer behaviour and therefore impacts what
product the consumer buys and which fashion retailer the consumer
chooses.
• Its imperative for companies to take cultural influences into

consideration when marketing their products in local and international
markets because Cultural insights continues to drive marketing
effectiveness.
Sub-National
What is culture? National Cultures Learning Culture Studying Culture
Cultures
National Cultures
Importance of Culture for Fashion
• Culture is especially important for

International fashion retailers to pay
special attention to the cultural influences
that underlie the fashion choices made by
consumers that have different cultural
values, beliefs and meanings.
• Fashion brands need to be sensitive to

cultural differences
Sub-National
Cultures
Cross-Cultural Analysis
FACTORS EXAMPLES
Differences in languages and Words or concepts may not mean the
meanings same in two different countries
Difference in market segmentation The income, social class, age and sex of
opportunities target customers may differ dramatically
in two different countries
Difference in consumptions patterns Two countries may differ
substantially in the level of
consumption or use of products or
services.
Difference in the perceived benefits of Two nations may use or consume the
products and services same product in very different ways.
National Cultures
National Culture
• The values, beliefs, norms, and behavioural patterns of a national group.”

(Leung et al., 2005)
Hofstede’s Cultural Dimensions
Culture is the collective programming of the mind which distinguishes the

members of one group or category of people from another (Hofstede 2015)
https://www.hofstede-insights.com/
1. Low vs. High Power Distance. 4. Low vs. High Uncertainty Avoidance
2. Collectivistic vs. Individualistic. 5. Short-term vs. long-term orientation
3. Feminine vs. Masculine 6. Restraint vs. Indulgence
Sub-National
Cultures
Low vs. High Power Distance
The degree to which people accept unequal distributions of power.
• Low Power Distance societies strive to equality and need justifications

for inequality.
• High Power Distance societies accept inequality as ‘normal’, valorising
hierarchies and status.
‘PROBABLE’ Influence on fashion –

Conspicuous vs Inconspicuous consumption (luxury brands )
Use of luxury brand signals to show power, status, wealth, class
Collectivistic vs. Individualistic
The degree to which people want to be part of closely-knit social units
• Collectivistic societies generally value group needs before individual

preferences.
• Individualistic societies value the individual, their identity, and their

freedoms.
• Collectivist consumption to belong, be a part of the group.

• Individualistic consumption to communicate identity and this
may not be linked to their group
Learning Culture Studying Culture

Feminine vs. Masculine
ult
• Traditionally feminine traits are being cooperative, modest, caring, tenderness

and focusing on quality of life.
• Traditionally masculine traits are focused on competition, achievement, success,

and toughness.
• While Masculine might lean towards products to show

success/achievement
• ‘Feminine’ cultures may be more clearly aligned to ethical

consumption, sustainability
Low vs. High Uncertainty Avoidance
ult
Low vs. High Uncertainty Avoidance
• Low uncertainty avoidance cultures are more accepting of innovation, eccentric

behaviours, ambiguous/vague advertising, and unexpected events.
• High uncertainty avoidance cultures are more rigid, based on tradition and
convention, less tolerant of unorthodox behaviour or ideas
‘PROBABLE’ Influence on fashion

• Fashion inclusivity values
• Certain ideas such as race, gender, LGBTQ+ rights may not be acceptable
in certain cultures.

Short-term vs. long-term orientation
ult vs. long-term orientation

Short-term
• Short-term orientation prefers immediate gratification
• Long-term orientation focuses on the future gratification

• Short term cultures may choose products based on the
current fashion trend (fast fashion).
• Long-term cultures may seek out multi-use fashion products
that last longer and have multiple uses.
Restraint vs. Indulgence
• Restraining cultures supresses gratification,

encouraging self-regulation and less ‘fun’.
• Indulgent societies are more about having fun,

being optimistic, and expressing emotion.

consuming fashion for fun, experiential
consumption rather than functionality.
Hedonic vs Utilitarian
National CulturesCritiques of ‘National Culture’
Perspectives
1. Simple… but too simple?
2. Is the culture of each nation totally autonomous, or do they

influence each other? (Kjeldgaard and Askegaard, 2006)
3. Are cultures just related to nations, or also organisations, regions,

communities, even friendship groups?
(Schouten and McAlexander, 1995;Arnould and Thompson, 2005).
4. Just a collective ‘programming of the mind’? What about

bodies, objects, architecture?
5. Overlooks elements like language, aesthetics, development and

infrastructure, religion, etc. Newman 1996; Redpath 1997; Schwartz 1997; McSweeny 2000; Daniels et al 2015
Sub-National
Cultures
Summary
• What is culture – definition(S)?
• Why is culture important for fashion?
• What are some of the basic cultural differences among
international fashion consumers ? (Cross cultural analyses)
• Theoretical framework – National Culture perspectives
Cultural Influences on Consumer Behaviour
National Cultures
References
• Arnould, E., Price, Linda P. & Zinkhan George, M. (2004). Consumers. International
Edition,Mcgraw-Hill.
• De Mooji, M. (2011) Cross-Cultural Consumer Behavior. A Review of Research
Findings, Journal of International Consumer Marketing, 23: 181-192
• Hofstede,G. (2015). National Culture, Hofstede (online), retrieved from:
http://geert-hofstede.com/national- culture. html, accessed 08/01/21
• Hume, D., 1751, Enquiry Concerning the Principles of Morals, in L.A. Selby-Bigge
and P. Nidditch (eds.), Enquiries Concerning Human Understanding and Concerning
the Principles of Morals, Oxford: Oxford University Press, 1986.
• Matsumoto, D. (1996). Culture and Psychology, Brooks: Pacific Grove, CA
Sub-National
Cultures
National Cultures
References
• “Of the Standard of Taste,” in E. Miller (ed.), Essays Moral, Political, and
Literary, Indianapolis: Liberty Fund, 1985.
• Schwartz, T. (1996). Anthropology and psychology: an unrequited
relationship, in Schwartz, T., White, G.M., & Lutz, C.New Directions in
Psychological Anthropology, Cambridge University Press: Cambridge UK
• Solomon, M., Bambossy, G., Askegaard, S., & Hogg, M. (2010) Consumer
Behavior: A European Perspective, 4th edition, Prentice Hall: Harlow, UK
• Spencer-Oatey, H. (2008). Culturally speaking. Culture, communication and
politeness theory, 2nd edition, Continuum: London
Sub-National
Cultures

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MATS61411 Fashion Consumer Behaviour

Cultural Influences on Consumer Behaviour

On completion of week8’s learning activities, you should be able to:

• Assess key theoretical frameworks for understanding culture.

• “Culture is the set of attitudes, values, beliefs, and behaviors shared by

• Culture is a fuzzy set of basic assumptions and values, orientations to

“Dynamic blueprints for action and interpretations that enable a person to

• Culture is a key element in consumer buying decision making

• Its imperative for companies to take cultural influences into

• Culture is especially important for

• Fashion brands need to be sensitive to

• The values, beliefs, norms, and behavioural patterns of a national group.”

Culture is the collective programming of the mind which distinguishes the

The degree to which people accept unequal distributions of power.

• Low Power Distance societies strive to equality and need justifications

‘PROBABLE’ Influence on fashion –

The degree to which people want to be part of closely-knit social units

• Collectivistic societies generally value group needs before individual

• Individualistic societies value the individual, their identity, and their

‘PROBABLE’ Influence on fashion –

• Collectivist consumption to belong, be a part of the group.

Learning Culture Studying Culture

• Traditionally feminine traits are being cooperative, modest, caring, tenderness

• Traditionally masculine traits are focused on competition, achievement, success,

‘PROBABLE’ Influence on fashion –

• While Masculine might lean towards products to show

• ‘Feminine’ cultures may be more clearly aligned to ethical

• Low uncertainty avoidance cultures are more accepting of innovation, eccentric

‘PROBABLE’ Influence on fashion

Learning Culture Studying Culture

ult vs. long-term orientation

‘PROBABLE’ Influence on fashion

• Restraining cultures supresses gratification,

• Indulgent societies are more about having fun,

‘PROBABLE’ Influence on fashion

2. Is the culture of each nation totally autonomous, or do they

3. Are cultures just related to nations, or also organisations, regions,

4. Just a collective ‘programming of the mind’? What about

5. Overlooks elements like language, aesthetics, development and

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