Are Cosmopolitan Consumers Also Sustainable Apparel Consumers? A Conceptual Framework of the Impact of Consumer’s Cosmopolitan Orientation on Sustainable Apparel Consumption

Abstract

This study links two major trends in society and industry, cosmopolitanism and sustainable consumer behavior. On the one hand, the rise in cosmopolitan consumers implies openness to products in different markets and more responsible consumption; and on the other hand, the society and environment need the openness of conscious consumers to adopt products that promote sustainability. To the authors' knowledge, this is the first model that utilizes the TPB to study the effect of CCO on purchase intention of sustainable apparel. Theoretically, the model predicts predisposition to consume sustainable apparel and explains cosmopolitan consumers’ attitudes, norms, and control factors regarding the consumption of sustainable apparel. In practice, firms, governments, and NGOs can use this study to identify and target consumers to foment the use of sustainable apparel. In the future, it can be used cross-nationally to compare countries, cultures, or homogenous consumer clusters.