This research focuses on consumer choice behavior in the context of generation Y
age cohort by examining effect of cosmopolitanism, relative product quality and
consumer ethnocentrism towards global clothing brand.
Data is drawn from questionnaire survey of 210 generation Y consumer. The research
instrument included construct measures adapted from previous studies. The
measurement model of generation Y consumer preference was tested via Partial
Least Square (PLS) analysis. Once the construct reliability and validities were
established, the structural model was evaluated to test the hypothesized relationship.
The findings of this research is cosmopolitanism has a positive influence on relative
product quality of global brand clothing, therefore hypothesis 1 is accepted. Second
findings is relative product quality of global brand clothing has a positive effect
towards preference of generation Y consumer, hence hypothesis 2 is accepted.
Hypothesis 3 said there is negative effect between cosmopolitanism and consumer
ethnocentrism, but it is rejected on this findings. The rejected result found in
hypothesis 4 too, while the hypothesis 4 said there is a negative effect between
consumer ethnocentrism and preference of generation Y consumer. The last findings
show that cosmopolitanism has a positive effect towards preference of generation Y
The results of this research could be useful for local clothing brand to enhance their
strategy and develop promotion with their consumers. This findings is an important
signal to local clothing brand for gaining market share in many emerging consumer
Keywords : Consumer Behavior, Cosmopolitanism, Product Quality, Consumer
Ethnocentrism, Generation Y, Global Brand.