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

• 成果类型: Article
• 署名作者: Grinstein, Amir; Riefler, Petra
• 署名单位: Ben-Gurion University of the Negev; Vrije Universiteit Amsterdam; Northeastern University; University of Vienna
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/jibs.2015.1
• 发表日期: 2015
• 页码: 694-714
• 关键词: cosmopolitan orientation; sustainability; global/local framing; market segmentation; experiments

摘要

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.