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Citizens of the (green) world? Cosmopolitan orientation and sustainability

Author

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  • Amir Grinstein

    (1] Guilford Glazer Faculty of Business and Management, Ben-Gurion University of the Negev, Beer Sheva, Israel[2] Faculty of Economics and Business Administration, VU Amsterdam, Amsterdam, The Netherlands[3] D'Amore-McKim School of Business, Northeastern University, Boston, U.S)

  • Petra Riefler

    (Faculty of Business, Economics, and Statistics, University of Vienna, Vienna, Austria)

Abstract

Contemporary consumer markets are characterized by both a heightened need for sustainability and an increasingly cosmopolitan lifestyle. This article bridges these two trends and studies two untapped questions: (1) How do cosmopolitan consumers relate to sustainable behavior? and (2) How should environmental messages be framed to successfully target cosmopolitan consumers? Four studies in three countries show that high-cosmopolitan consumers demonstrate environmental concern and engage in sustainable behavior. To successfully target this promising segment with sustainable products or messages to promote sustainable behavior, marketers and public policymakers should highlight the benefit of these products/behaviors for the global (rather than the local) environment. However, the findings also show that high-cosmopolitan consumers can be successfully targeted to support local environmental initiatives when activating their local identification. The article offers implications for businesses, non-government organizations, and public policymakers in designing effective messages to promote sustainable behavior.

Suggested Citation

  • Amir Grinstein & Petra Riefler, 2015. "Citizens of the (green) world? Cosmopolitan orientation and sustainability," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 46(6), pages 694-714, August.
    • Handle: RePEc:pal:jintbs:v:46:y:2015:i:6:p:694-714
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    Citations

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    Cited by:

    1. Ilaria Di Maggio & Sara Santilli & Maria Cristina Ginevra & Laura Nota, 2021. "Development and Validation of an Instrument to Assess Pro-Pensity to Cosmopolitanism in Adolescence," Sustainability, MDPI, vol. 13(15), pages 1-10, July.
    2. Salnikova, Ekaterina & Grunert, Klaus G., 2020. "The role of consumption orientation in consumer food preferences in emerging markets," Journal of Business Research, Elsevier, vol. 112(C), pages 147-159.
    3. Yang, Song & Ding, Shiqing & D’Alessandro, Steven, 2018. "Are all Chinese shoppers the same? Evidence of differences in values, decision making and shopping motivations between the Han majority and other minorities in China," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 24-34.
    4. Ljiljana Bozic, 2021. "Attitudes Towards Climate Change and Electric Car Purchase – The Case of European Consumers," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(SI), pages 81-94.
    5. Vladislav Maksimov & Stephanie Lu Wang & Shipeng Yan, 2022. "Global connectedness and dynamic green capabilities in MNEs," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(4), pages 723-740, June.
    6. Yuting Cui & Raphael Lissillour & Juraj Chebeň & Drahoslav Lančarič & Chunlin Duan, 2022. "The position of financial prudence, social influence, and environmental satisfaction in the sustainable consumption behavioural model: Cross‐market intergenerational investigation during the Covid‐19 ," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(4), pages 996-1020, July.
    7. Jabori Shanawi Abdulsahib* & Bilal Eneizan & Anas Salman Alabboodi, 2019. "Environmental Concern, Health Consciousness and Purchase Intention of Green Products: An Application of Extended Theory of Planned Behavior," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 5(4), pages 868-880, 04-2019.
    8. repec:arp:tjssrr:2019:p:1203-1215 is not listed on IDEAS
    9. Fastoso, Fernando & González-Jiménez, Héctor, 2020. "Materialism, cosmopolitanism, and emotional brand attachment: The roles of ideal self-congruity and perceived brand globalness," Journal of Business Research, Elsevier, vol. 121(C), pages 429-437.
    10. Ivan Montiel & Alvaro Cuervo-Cazurra & Junghoon Park & Raquel Antolín-López & Bryan W. Husted, 2021. "Implementing the United Nations’ Sustainable Development Goals in international business," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(5), pages 999-1030, July.
    11. Dirk C. Moosmayer & Yanyan Chen & Susannah M. Davis, 2019. "Deeds Not Words: A Cosmopolitan Perspective on the Influences of Corporate Sustainability and NGO Engagement on the Adoption of Sustainable Products in China," Journal of Business Ethics, Springer, vol. 158(1), pages 135-154, August.
    12. Yamoah, Fred A. & Yawson, David Eshun, 2022. "Promoting global well-being through fairtrade food: the role of international exposure," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 26(2), November.
    13. Subhadip Roy & Abhijit Guha & Abhijit Biswas & Dhruv Grewal, 2019. "Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(3), pages 295-317, April.
    14. Kingsley, Allison F. & Noordewier, Thomas G. & Vanden Bergh, Richard G., 2017. "Overstating and understating interaction results in international business research," Journal of World Business, Elsevier, vol. 52(2), pages 286-295.
    15. Constantinos N. Leonidou & Verena Gruber & Bodo B. Schlegelmilch, 2022. "Consumers’ Environmental Sustainability Beliefs and Activism : A Cross-Cultural Examination," Post-Print hal-04558564, HAL.
    16. von Zahn, Moritz & Bauer, Kevin & Mihale-Wilson, Cristina & Jagow, Johanna & Speicher, Max & Hinz, Oliver, 2022. "The smart green nudge: Reducing product returns through enriched digital footprints & causal machine learning," SAFE Working Paper Series 363, Leibniz Institute for Financial Research SAFE, revised 2022.
    17. Puncheva-Michelotti, Petya & Hudson, Sarah & Michelotti, Marco, 2018. "The role of proximity to local and global citizens in stakeholders' moral recognition of corporate social responsibility," Journal of Business Research, Elsevier, vol. 88(C), pages 234-244.

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