A Global Consumer Cultural Identity Perspective on Sustainable Clothing Consumption: Clarifying the Role of Global Consumer Cultural Identity and Its Associations with Materialism in the Context of Sustainable Clothing Consumption

Abstract

Background/Purpose: As globalization progress, forces of materialism and sustainability are pulling the clothing industry in different directions. In targeting the increasingly homogeneous global consumer segment, it becomes critical for multinational clothing retailers to understand how to manage their communications around the world. Following this, the purpose of this thesis is to clarify the role of global consumer cultural identity and its associations with materialism in the context of sustainable clothing consumption.
Approach/Methodology: By drawing upon the theory of planned behavior (TPB) and the intention-behavior gap, this thesis offers a conceptual framework on how global consumer cultural identity affects purchase behavior of sustainable clothing. This was empirically tested using a quantitative research design collecting survey data from 422 respondents in Sweden aged 15-49.
Conclusion: The findings confirm that individuals holding a global consumer cultural identity tend to have higher intentions towards purchasing sustainable clothing. Further, the results shows that cosmopolitan and globally connected individuals are more likely to behave according to their intentions, while individuals strongly self-identifying with GCC are less likely to do so.
Implications: The thesis contributes to the existing body of research by shedding new light on the relationship between global consumer cultural identity, materialistic values and sustainable clothing consumption, while suggesting how global brand managers can promote sustainable clothing in targeting segments differing in their global identity.
Originality: This thesis offers a holistic perspective on the role of global consumer cultural identity in sustainable clothing consumption by shedding light on the intention-behavior gap and by extending the traditional TPB to include global consumer cultural identity, awareness of sustainability issues, materialistic values impulsive buying tendency and perceived aesthetic risk.