Title: Cosmopolitan orientation, consumer consciousness and green purchase intentions: mediating role of green trust

Authors: Kamal Badar; Amira Khattak; Muhammad Danish; Adeel Tariq; Qasim Ali Nisar

Addresses: Brian Picot Chair of Ethical Leadership, School of Management, Victoria University of Wellington, Wellington, New Zealand ' College of Business Administration, Prince Sultan University, Riyadh, Saudi Arabia ' Institute of Management Sciences (IMS), University of Balochistan, Quetta, Balochistan, Pakistan ' Department of Management & HR, NUST Business School, NUST Business School, National University of Sciences and Technology, Islamabad, Pakistan ' School of Media and Communication, Faculty of Social Sciences and Leisure Management, Taylor's University, Malaysia

Abstract: Based on consumer culture theory and the theory of planned behaviour, our study examines cosmopolitan orientation as an antecedent to consumer awareness of the environment and health. The study examines the impact of consumers' environmental and health consciousness on their green purchase intentions and the mediating effect of green trust on these relationships. A questionnaire was distributed to 276 students in Karachi and Islamabad using the convenient sampling approach. The results were tested using Structural Equation Modelling (SEM). The findings reveal that a cosmopolitan orientation positively impacts consumers' environmental consciousness but not health consciousness. Moreover, consumers' environmental consciousness does not impact green purchase intentions through green trust. However, consumers' health consciousness does positively impact green purchase intentions through green trust. The study contributes to the literature by proposing and testing a model that integrates constructs from two significant trends in the consumer market, namely, consumer cosmopolitanism and green purchase behaviour.

Keywords: cosmopolitan orientation; environmental consciousness; health consciousness; green purchase intention; green trust.

DOI: 10.1504/EJIM.2025.143271

European Journal of International Management, 2025 Vol.25 No.1, pp.79 - 97

Received: 11 Dec 2019
Accepted: 25 Sep 2020
Published online: 12 Dec 2024 *

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