A Country-of-Origin Perspective on Climate Change Actions: Evidence from France, Morocco, and the United States (original) (raw)

RESPONSES OF GLOBAL CITIZENS TO CAUSE-RELATED GREEN MARKETING

Corporations and consumers alike welcome cause-related green marketing in developed markets but little is known about consumer responses to such actions in emerging markets. By integrating research on global consumer culture and cause-related marketing, we examine effectiveness of cause-related marketing in two developed (US and England) and two emerging (Brazil and Russia) markets. We focus on effectiveness of global and local water protection causes in relation to both global and local companies and brands.

Framing Effects of Corporate Action on Climate Change: Implications for Consumer Attitudes and Behaviour

2020

This study looked at the effects of framing on the public perception of corporate environmental compliance and government policy, closely mirroring the policy design of the Federal backstop of the Pan-Canadian Framework on Climate Change. There were three key findings. First, companies that simply pay their taxes as a penalty for emissions (“merely complying” with the policy) are considered to be less moral, to have less-acceptable practices and to be harming the environment. Alternatively, companies that invest to decrease their carbon footprint (“proactively engaging” with the policy) are more likely to be perceived as acting morally, having acceptable practices and helping the environment. Secondly, consumers were more willing to bring their business to proactive companies rather than the ones that were strictly complying. Finally, the response of companies also had an effect on citizens’ perception of the policy itself. If companies were engaging proactively rather than merely c...

Analysis of Product-Country Image from Consumer’s Perspective: The Impact of Subjective Knowledge, Perceived Risk and Media Influence

Sustainability

Limited research has empirically explored the antecedents that explain product-country image in the context of international marketing. This topic is particularly important as consumers’ concerns about sustainability and the country of origin are relevant factors influencing purchase decisions relating to foreign products. This study addresses the gap by developing a causal relationship model to explain which are the main determinants of how consumers perceive product-country image on the basis of key aspects that define sustainability (environmental, social, quality/safety, and economic factors). This research is focused on the Spanish horticultural sector, Europe’s leading fresh produce supplier, which has historically experienced major crises that have affected its image abroad. The model is tested by using PLS-SEM on a sample of 303 consumers in Germany, one of the main destination markets of Spanish horticultural products. The results indicate that consumers’ subjective knowled...

Consumer Awareness, Perception and Actions towards Climate Change

Climate change is one of the most serious environmental and human threats of the 21st century. It is a product of the consumers’ actions and inactions, directly or indirectly that has led to high levels of the various greenhouse gases in the atmosphere and that have caused temperature to rise more than normal. Consumers demand for and consumption of products and services has gone unabated and particularly those rooted in unsustainable production methods. As years go by with no significant actions, the impacts of climate change will intensify with probable catastrophic effects. Across the world, how well informed are consumers about climate change or ready to take actions on it has no certain answer. This study determined the level of consumers’ awareness and perception of climate change. It also investigated consumers’ adaptation actions against climate change. A sample of 500 respondents was used for the survey. The findings of the study were mix; the relationship between consumers’ perception of climate change and the adoption of all the adaptation variables used in the study were significant but for three variables (Turn off all electrical appliances when not in use; Buy a locally made product rather than one imported from far away and; Talk to friends or family about global warming). The result also showed that some of the variables the consumers adopted were more expensive than the ones they declined. This created the suspicion that such variables were chosen for social status rather than to control climate change. Other finding included that the consumers lacked understanding of their role in the cause of climate change. Also the knowledge of what the consumer roles are in mitigating climate change was insufficient. So enlightenment is required; electronic media particularly radio should be used as the primary mass media for communicating climate change information as it is readily available and can be powered by battery in locations where there is no electricity. Government and media must partner to ensure that consumers are well positioned to have access to climate change information for knowledge and to take action.

Paying for sustainability: A cross-cultural analysis of consumers' valuations of food and non-food products lab ele d for carbon and water footprints

Increasing environmental concerns of consumers and global supply chains center on the impacts of carbon dioxide emissions and water usage. This study analyzes consumers' preferences for sustainable products as indicated by water and carbon footprint labels, enabling a rare cross-cultural comparison. We conduct discrete choice experiments in Canada and Germany to identify possible cross-cultural effects. Four products were considered contrasting food and non-food staple products, plant-based and animal-based foods, and processed and unprocessed food items. Results from mixed logit models suggest that each national group of consumers is – irrespective of their cultural background – highly heterogeneous in the discounts required for them to purchase products with larger carbon and water footprints. The non-food product is discounted most with regard to water usage, followed by the plant product, suggesting that consumers make major category distinctions in their evaluations. German consumers are found to have stronger preferences overall for products with lower footprints than Canadian consumers. The nature of the significant differences in results across product categories and countries could aid industry and policy stakeholders in designing targeted footprint labeling initiatives.

Climate Change as opportunity ? Framing national identity through marketing carbon neutrality

2021

In this text we explore climate change as an axis for framing Costa Rican national identity and marketing in both the international narrative portrayed by the United Nations (UN) and the official national narrative delivered by the Costa Rican government. We focus on the award of ‘UN Champion of the Earth,’ which was given to Costa Rica in 2019 and on discussions around carbon neutrality; the paper analyzes news related to the award. We use tools from discourse analysis and approach our data from a glottopolitical perspective. In our findings, we aim to problematize the framing of climate change action as a profitable economic project.