An Institutionalized Latent Concept, Cosmopolitan Consumer Orientation, as a Predictor of Sustainable Apparel Consumption

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2017-01-01
Authors
Gil, Maria
Su, Jin
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Abstract

This latent concept is scarcely used in the study of the apparel and textiles context. It has been argued that a cosmopolitan approach incorporates a more ethical, citizenship perspective, thus more responsible contribution in a global community that is not limited by country borders. To explore the potential of identifying a cosmopolitan consumer segment with positive disposition towards sustainability, this study proposes a conceptual framework to position the concept of consumer cosmopolitanism in the apparel context as a predictor of intention to purchase sustainable apparel. Firms could benefit from the knowledge that this framework provide in order to adjust consumer messages and supply chains as trends indicate that sustainability is a launch pad to reach environmentally conscious consumers and to enhance the overall brand image in developed countries. From an academic perspective, an analysis of clusters of cosmopolitan consumers in BRIC countries (Brazil, Russia, India and China) or CIVETS (Colombia, Indonesia, Vietnam, Egypt, Turkey and South Africa) countries, for example, would provide insights on sustainable apparel consumption.

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