Authenticity and Cultural Appropriation in Saudi Fashion: Consumer Ethnocentrism and Ethical Evaluation

This study examines how Saudi consumers evaluate the commodification of cultural symbols in fashion amid intensified heritage branding and symbolic market expansion. It addresses a gap in the literature on internal cultural commodification, where tensions surrounding authenticity, legitimacy, and commercialization emerge within the same cultural community rather than across clearly separate cultural groups. Drawing on a culturally grounded application of the Theory of Planned Behavior and related literature on consumer ethnocentrism and moral evaluation, the study investigates how perceived authenticity, perceived cultural appropriation, ethical sense, and consumer ethnocentrism shape attitudes toward cultural commodification and purchase intention in the Saudi fashion context. Data were collected through an Arabic-language questionnaire-based survey of Saudi consumers (N = 552) using a non-probability purposive sampling approach. The measurement model employed reflective scales adapted from prior literature and was assessed for reliability and validity. To strengthen methodological rigor, the analysis also considered common method bias diagnostics. The proposed relationships were tested using partial least squares structural equation modeling (PLS-SEM) with bootstrapping. The findings indicate that perceived authenticity is positively associated with attitudes toward cultural commodification and relates to purchase intention primarily through attitudes. Perceived cultural appropriation is negatively associated with both attitudes and purchase intention, suggesting both a direct deterrent effect and an indirect pathway via attitudes. Consumer ethnocentrism shows a negative association with purchase intention and a weaker negative association with attitudes, while its moderating role appears statistically significant but limited in magnitude. Ethical sense displays a more complex pattern, combining negative indirect effects through evaluative pathways with a positive direct association with intention, consistent with qualified rather than purely restrictive participation in symbolic consumption. The study contributes to the literature by clarifying how consumer responses to heritage-based fashion commercialization are shaped by representational, ethical, and normative evaluations in a non-Western setting. Practically, it suggests that fashion brands operating in Saudi heritage markets should manage authenticity claims, symbolic legitimacy, and appropriation risk with greater cultural and ethical sensitivity.