Culture

Investigating the Role of Western Acculturation, Ethnocentrism, and Consumer Cosmopolitanism in Predicting Preferences for Apparel Brands Among Indian Consumers

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Abstract

Purpose of the present study was to understand whether or not (i) the country of residence (Indian vs. the U.S.) influences the relationship between western acculturation and consumer ethnocentrism in apparel consumption amongst the Indian consumers; (ii) consumer cosmopolitanism influences the relationship between ethnocentrism and attitude toward western apparel brands; (iii) attitude toward western apparel brands influences purchase intentions from the western apparel brands. The sample included Indians residing in India and the U.S. (n=550). We found that (i) Indians residing both in India and the U.S. are highly ethnocentric, despite being highly acculturated; (ii) consumer cosmopolitanism aids in having a positive attitude toward western apparel brands, translating into a positive purchase intention from those brands, despite being highly ethnocentric. Therefore, instead of just promoting a pro-Indian image and targeting the ethnocentric Indian consumers in the U.S. and India, the western apparel brands should project their cosmopolitan brand image.

Keywords: Western acculturation, consumer ethnocentrism, consumer cosmopolitanism, apparel consumption

How to Cite:

Chakraborty, S. & Sadachar, A., (2019) “Investigating the Role of Western Acculturation, Ethnocentrism, and Consumer Cosmopolitanism in Predicting Preferences for Apparel Brands Among Indian Consumers”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi: https://doi.org/10.31274/itaa.8442