The development and validation of a consumer cosmopolitanism scale: The polar opposite of xenophobic attitudes

Abstract

Consumer cosmopolitanism is defined as world citizenship, open interaction with foreigners and the polar opposite of xenophobic attitudes. Although it is the opposite of consumer ethnocentrism, to date, cosmopolitanism has been primarily perceived as the virtue of not seeing foreigners as a threat, not being hateful towards foreigners, and embracing cultural diversity. Based on this conceptualization, our main objective is to develop and test an alternative pilot scale for consumer cosmopolitanism. Fifteen scale items were developed as a result of a literature review and consultation with academic experts. A survey was administered to 484 people in Turkey. Exploratory factor analysis showed that the scale items were grouped in three factors. To measure the validity of this consumer cosmopolitanism scale, Confirmatory Factor Analysis (CFA) indicated that second-orderfactor-model was a more rational measurement configuration to determine consumer cosmopolitanism with three factors. Copyright © 2013 Juraj Dobrila University of Pula, Department for Economics and Tourism "Dr. Mijo Mirković".