Extending existing theory in social and environmental psychology, we develop a model to study important predictors of water consumption behavior. Overall results provide support for the predictive ability of stimuli (e.g., environmental awareness), reasoned processes (e.g., personal involvement), unreasoned processes (e.g., habits), and situational factors (e.g., income) on water consumption behavior. Findings indicate that households with lower water usage display greater awareness of water conservation issues, are more highly involved in the decision to use water, and tend to form habits associated with lower usage levels. Furthermore, the results are consistent with past research that attitudes toward water usage appear to be poor predictors of water consumption behavior. After controlling for situational factors (e.g., household size), the findings substantiate the role of personal involvement and habit formation in explaining water consumption, lending further support to the adaptation and development of repeated behavior models in environmental psychology.

Purpose – The purpose of this paper is to re-conceptualize the distinction between global and local brands, providing a more comprehensive framework, which considers both geographical distribution and ownership. It examines main and interactive effects of consumers’ perceptions of these factors, and studies how ethnocentrism (CET) and price affect brand evaluations, considering a range of price difference thresholds. Design/methodology/approach – A preliminary study (n=243) examined main and interaction effects of brand globalness and ownership on consumers’ brand quality attitudes and purchase intentions in four different product categories. The main study (n=558) further explored brand ownership effects by examining the interaction of CET and price differences. Findings – The preliminary study confirmed the distinctiveness of brand globalness and ownership. Consumers evaluated global (vs non-global) brands more positively, regardless of brand ownership (local vs foreign). The main study found that effects of price and CET varied considerably across product categories. Research limitations/implications – Limitations include the use of student samples from a single country (Thailand), and of scenarios instead of real life purchase decisions. Practical implications – The findings suggest that perceived brand globalness positively impacts brand evaluations. Companies may cultivate a global brand image by emphasizing global cues. Local origin allows (global) brands to command a price premium, although this varies across product categories. An emphasis on globalness seems valuable, especially for local brands. Originality/value – This research offers a refined conceptualization of brand globalness, a key construct in international marketing. Additional value is provided by studying price effects, which have received limited attention in international marketing, and substantial data collection (total N>800) in an understudied yet important economy (Thailand).

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In addition to currently fueling the nonprofit sector of the economy, volunteering is a key ingredient in community-based or cooperative models of economic exchange, including customer coproduction. The purpose of this study is to develop knowledge about pro-social attitudes of volunteers. Behavioral Reasoning Theory (BRT) provides a framework for understanding how volunteers’ values and reasons for volunteering influence volunteers’ pro-social attitudes. Gender, experience, and age are controlled for in the analysis. Using large-scale survey data from four distinct nonprofit organizations in Australia, structural equation modeling results suggest that the BRT framework is a valuable one for understanding important influencers of volunteers’ pro-social attitudes. In sum, values and reasons that are other-oriented appear to be much more influential than values and reasons for volunteering that are self-focused. Additionally, our results suggest that being a younger volunteer is positively correlated with higher levels of values and reasons for volunteering that are self-focused.