Global Advertising Messages for Cosmopolitan Consumers to Promote Green Buying Behavior: A Cross-country Investigation

• Main Authors: Graça, Sandra S., Kharé, Virginie P.
• Format: text
• Published: Archīum Ateneo 2024
• Subjects: global identity; cosmopolitan orientation; global advertising; green buying behavior; pro-environmental factors
• Online Access: https://archium.ateneo.edu/jmgs/vol12/iss1/2; https://archium.ateneo.edu/context/jmgs/article/1223/viewcontent/JMGS_2012.1_20__20Gra_C3_A7a_20_26_20Khar_C3_A9_20__20Global_20Advertising_20Messages_20for_20Cosmopolitan_20Consumers_20__20L2_20SPACING.pdf
• Institution: Ateneo De Manila University

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 fra...