Consumer Behavior

Why Do Cosmopolitans Go Green? Investigating the Role of Self-Expressiona and Need-for-uniqueness

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Abstract

This study investigates why cosmopolitan consumers are more inclined to adopt environmentally friendly products (EFPs) by examining the mediating roles of self-expression and need-for-uniqueness (NFU). Survey data were collected from 252 U.S. consumers and analyzed using structural equation modeling. Results show that cosmopolitanism has both a direct positive effect on EFP purchase intention and an indirect effect through self-expression. Although cosmopolitanism positively influences NFU, NFU does not directly predict EFP purchase intention. Instead, NFU contributes to purchase intention only indirectly by enhancing self-expression.

Keywords: cosmopolitanism, self-expression, need-for-uniqueness, sustainability

How to Cite:

Hyun, J. & Chakraborty, S., (2025) “Why Do Cosmopolitans Go Green? Investigating the Role of Self-Expressiona and Need-for-uniqueness”, International Textile and Apparel Association Annual Conference Proceedings 1(1). doi: https://doi.org/10.31274/itaa.21378