Double Consciousness of Black Millennial Consumers: Their Experiences in the Retail Space

Black consumers have been long overlooked as a major consumer base in the United States, despite their increasing buying power. Few scholars have investigated the factors that influence the purchase behaviors of Black millennial consumers (BMC). Persistent discrimination in retail spaces creates psychological effects leaving BMCs in potentially harmful environments that may alter their consciousness. The racialized environment is central in the conceptualization of Black Critical Theory and W.E.B Du Bois’ double consciousness. Through these lenses, we investigate BMCs’ shopping experiences, in-store perceptions, and purchase intentions in retail spaces. Semi-structured interviews with 10 consumers who self-identified as Black and millennial were conducted. Situations of double consciousness are revealed and explored in the context of shopping in retail spaces. Our study findings are expected to make important contributions by centering relevant and authentic voices of BMCs. Future areas of research are suggested to produce more equitable, safe, and welcoming retail environments.