One of the reasons the aspects of ethnic and racial subcultures are important to consumer identity is because many people buy products that they feel identify with. Michael Solomon says, “Because our society is so consumption-driven, many of the ways we express our social identities relate to products and services.” For instance, there are different American ethnic subcultures in the United States; African Americans, Hispanic Americans, and Asian Americans. Each of those ethnic subcultures will most likely make a buying decision based on the ethnic group they belong to. Hispanics, for example, are most likely to buy Goya products to use when they cook than African Americans or Asian Americas would. On the other hand, you will most likely see
