Consumer Behavior

Are Cosmopolitan Consumers Into Purchasing Sustainable Apparel?

---

Abstract

International marketing literature sustains that cosmopolitan consumer orientation (CCO) is a driver of consumer behavior, but rarely delves into the global social effects CCO is likely to have on consumer behavior. With conscious consumerism on the rise, this study sustains that sustainable apparel as an aspirational product category attracts cosmopolitan consumers. TRA provides the theoretical backbone to explain the attitude formation process to predict sustainable apparel purchase intention(H1, H2, H4, H5). It explains the impact of perceived social pressure anteceded by CCO on the purchase intention of SA (H3, H6); and includes the direct effect of CCO on purchase intention (H7). Data was collected using MTurk, and 469 US responses were retained for analysis after careful data screening. Structural equation modeling and cluster analysis were used to analyze the data. The study findings link cosmopolitanism and SA consumer behavior. Results indicate CCO is a relevant predictor of apparel sustainable behaviors and the TRA determinants play a role in explaining the behavior. Although in recent years there seems to be a surge in SA options, this study sample reveals that there might be a sizable group of consumers that has not consciously participated in the sustainable apparel bandwagon. However, the study findings imply a positive future outlook for the diffusion of SA.

Keywords: Cosmopolitanism, theory of reasoned behavior, Structural Equation Modeling, Cluster Analysis, Consumer Behavior, Sustainable Apparel, Diffusion of Sustainable Apparel, Cosmopolitan Consumer Orientation

How to Cite:

Gil, M. S., Taras, V., Watchravesringkan, K. & Su, J., (2022) “Are Cosmopolitan Consumers Into Purchasing Sustainable Apparel?”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13884