Consumer cosmopolitanism refers to the consumers’ openness in terms of thought, appreciation attitudes towards the diversification of global products & services, and the tendency of willingness to accept products & services from different countries. With accelerated globalization, especially with the fact that young generations are becoming the dominant consuming force, consumers’ values have changed deeply, and the impact of consumer cosmopolitanism on cross-cultural consumer behavior is also becoming more and more significant. Extant cross-cultural consumer behavior research, however, mainly focuses on consumers’ conservative attitudes towards foreign products, such as consumer ethnocentrism, consumer patriotism and consumer animosity. Consumer cosmopolitanism, which is beyond the constraints of communities and cultures, provides a new approach to explain increasingly frequent transnational consumption behavior of consumers. This paper systematically reviews the relevant studies on consumer cosmopolitanism, to contribute to further more comprehensive and in-depth research on cross-cultural consumer behavior.
Consumer Cosmopolitanism: A Literature Review and Future Research Directions
Foreign Economics & Management Vol. 39, Issue 03, pp. 79 - 89 (2017) DOI:10.16538/j.cnki.fem.2017.03.006
Cite this article
Guo Gongxing, Zhou Xing, Tu Hongwei. Consumer Cosmopolitanism: A Literature Review and Future Research Directions[J]. Foreign Economics & Management, 2017, 39(3): 79–89.
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