Consumer cosmopolitanism for Vietnamese young consumers: development and validation of a scale measurement
by Ngoc Thai Pham; Nhu-Ty Nguyen
J. for Global Business Advancement (JGBA), Vol. 15, No. 6, 2022

Abstract: After a comprehensive review of theoretical and methodological issues around consumer cosmopolitanism, the paper reconceptualises consumer cosmopolitanism and describes the development of its measurement scale. Qualitative research has been designed and scale development has been followed by eight steps of DeVellis (2016). The CCOMO scale has been formally constructed through in-depth interviews with twenty informants. The final scale consists of eight items and has been redefined through a series of empirical studies to ensure its reliability and validity. The CCOMO scale helps highlight key features of a particular consumer cosmopolitanism. Findings contribute to academic research about a sound psychometric measurement scale for consumer cosmopolitanism built for an emerging market and provide empirical evidence for practitioners in portraying characteristics of young consumer cosmopolitanism with related purchasing behaviours. Marketing managers would undoubtedly benefit from having a greater understanding of the characteristics, motivations and behavioural responses of Vietnamese cosmopolitan consumers.

Online publication date: Mon, 21-Aug-2023

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