When Identity Meets Intention: A Conceptual Intergation of Planned Behaviour and Cosmopolitanism in Emerging Market Consumption of Foreign-Made Hygiene Products

This conceptual paper examines consumer purchase intentions for foreign-made hygiene products in emerging markets, with a particular focus on Malaysia. It integrates the Theory of Planned Behaviour (TPB) and Social Identity Theory (SIT) to provide a more holistic understanding of consumer behaviour in a globalized context. While TPB emphasizes the role of attitude, subjective norms, and perceived behavioural control in shaping behavioural intention, this study introduces cosmopolitanism, a key construct in SIT that reflects openness to global cultures and products as a mediating variable between these factors and purchase intention. By positioning cosmopolitanism as a bridge between rational decision-making (TPB) and identity-driven consumption (SIT), the proposed model highlights the cultural and psychological dimensions influencing consumer acceptance of foreign-made hygiene products. This integration underscores the importance of both cognitive evaluations and social identity traits in explaining consumer behaviour. The paper contributes to theory in advancing a cross-disciplinary model that captures the interplay of behavioural and cultural determinants, and to practice by offering insights into how foreign brands can better tailor market entry and positioning strategies in Malaysia and other emerging markets. Ultimately, the study enriches understanding of how globalization and cultural identity converge to shape purchasing decisions in the hygiene sector.