Ethnic identity of the Millennial Consumer in Mexico and Colombia

Abstract

The research objective was to analyze how purchase intention and attitude influence the Consumer Millennial ethnic identity in Mexico and Colombia. The research method was a quantitative, correlational, and cross-sectional study; an analysis of structural equations-PLS was used for data analysis. The sample was 709 graduate students at five universities in Mexico and Colombia. The results show that the purchase intention of ethnic textiles influences the ethnic identity of Millennial consumers, and that the purchase intention participates as a mediator between the buying attitude and the ethnic identity. The originality consists in reporting on the purchasing behavior of artisanal products of Millennials in Mexico and Colombia. The main finding is that millennials in Mexico and

Colombia show positive attitudes towards ethnic textiles and the intention to buy them. The main limitation is the inclusion of millennials in places where ethnic textiles are made.