Abstract or Keywords
This study empirically tests a conceptual model of the impact of cosmopolitan orientation
on green buying behavior in the U.S., Brazil, and Germany. The following were examined:
relationships between a consumer’s global versus local identity, cosmopolitan orientation,
and preference for a global framing of advertising messages for a green product, as well as
the influence of a consumer’s cosmopolitan orientation on pro-environmental factors that
ultimately contribute to greater intention and willingness to purchase green products. Data were
collected through a self-administered online survey. Correlations and regression analysis were
used to analyze the data, and structural equation modeling was used to test the hypothesized
model in the study. Findings indicate that global identity and framing of advertising are
positively linked to cosmopolitan orientation across all three countries. Results demonstrate
the role of cosmopolitan orientation in influencing a consumer’s knowledge and concern
about the environment, positive attitude toward buying green products, and the perceived
effectiveness of their pro-environmental purchasing behavior. In turn, these mediating factors
foster green buying behavior (GBB) in all three countries with a few distinctions. The findings
highlight the importance of using global framing messages when advertising green products
and services to an increasingly cosmopolitan-oriented consumer base. In all three countries,
communication strategies should focus on messages that link cosmopolitan consumers to the
rest of the world and educate consumers about the state of the environment and the positive
difference that consumers can make when adopting eco-friendly products.