The present research analyses how personal values influence environmentally responsible water consumption in Brazil. This research reports a four‐part study that is focused on both the influence of demographics (1a and 1b) and the influence of personal values (2 and 3). In general, environmental awareness has an effect on wasteful habits. Regarding demographics, we found that green consumers tend to be older and have lower levels of education. Our results also suggest that personal values influence responsible water consumption. Responsible consumers usually attach more importance to personal values such as conformity and personal virtues. Socially oriented values were seen to increase responsible consumption. Finally, the study demonstrates that environmental awareness and personal values could predict wasteful habits, enabling a broader comprehension of green consumers.

This research examines customer engagement in social media (CESM) using a meta-analytic model of 814 effect sizes across 97 studies involving 161,059 respondents. Findings reveal that customer engagement is driven by satisfaction, positive emotions, and trust, but not by commitment. Satisfaction is a stronger predictor of customer engagement in high (vs. low) convenience, B2B (vs. B2C), and Twitter (vs. Facebook and Blogs). Twitter appears twice as likely as other social media platforms to improve customer engagement via satisfaction and positive emotions. Customer engagement is also found to have substantial value for companies, directly impacting firm performance, behavioral intention, and word-of-mouth. Moreover, hedonic consumption yields nearly three times stronger customer engagement to firm performance effects vis-à-vis utilitarian consumption. However, contrary to conventional managerial wisdom, wordof-mouth does not improve firm performance nor does it mediate customer engagement effects on firm performance. Contributions to customer engagement theory, including an embellishment of the customer engagement mechanics definition, and practical implications for managers are discussed.

The aim of this study is to explore the effects of gender and salient identity on sustainable consumption. In particular, this research investigates how gender effects on sustainable consumption may be contingent to the identity that is salient to the consumer during the evaluation process (personal vs. social). According to identity‐based motivation theory, the salience of personal identity means that people temporarily think about themselves as individuals, whereas social identity salience means that people see themselves as part of a group. The results from an experimental study indicated that when personal identity was salient, female participants declared higher levels of sustainable consumption compared with male participants. However, when social identity was salient, male participants increased their sustainable consumption intentions to the same level as female participants. Finally, this research discusses the theoretical and managerial implications on identities, gender and sustainable consumption.

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