– The purpose of this paper is to develop and begin to validate a scale to assess the shopping environment preferences of Hispanic consumers in the USA.
– The sample consists of 160 Hispanic consumers attending a Hispanic festival in the southeast USA. A questionnaire contained items to measure shopping environment preferences and scales to measure materialism, hedonic shopping motivations, and perceived discrimination.
– The findings suggest a second-order model where three factors (familiarity, price, and experience) load onto a single second-order construct of shopping environment preferences. The result is a scale consisting of three factors permitting the exploration of the retail environmental preferences of Hispanic consumers in the USA.
– The study develops a scale that can be applied by US retailers to gain additional knowledge of their Hispanic consumers, thus enabling strategies to be developed that potentially enhance their engagement in retail environments.
– Given the size of this segment and its increasing impact on the retail market, surprisingly, Hispanic consumers in the USA have received relatively little research attention.
