Abstract

a b s t r a c tThis article reports the findings of a study, conducted among 227 foreign tourists who visited Cyprus, that aimed to identify the relationships between the Big Five personality dimensions and tourists' environmentalism. Structural equation modeling revealed that Agreeableness, Conscientiousness, Extraversion, and Neuroticism are positively associated with pro-environmental tourist behavior. In contrast, no significant relationship was observed between Openness and ecological action.

This article reports the findings of a study, conducted among 234 foreign tourists who visited Cyprus, that aimed to identify the drivers and outcomes of eco-friendly attitudes and behavior. Using structural equation modeling, the authors confirmed that deontological status, law obedience, and political action of tourists positively influence the adoption of an environmentally friendly attitude. In turn, these effects are conducive to eco-friendly behavior, which ultimately enhances tourist satisfaction. Certain sociodemographic characteristics of tourists-namely, gender, age, education, and income-had a moderating effect on the link between deontological status, law obedience, and political action on the one hand and eco-friendly attitudes on the other hand. Tourist nationality also had a control effect on tourist eco-friendly attitudes.

The article reports the findings of a study conducted among 387 consumers regarding their perceptions of the unethicality of business practices of firms and how these affect their response behavior, in terms of trust, satisfaction, and loyalty. The study confirmed that high levels of perceived corporate unethicality decrease consumer trust. This in turn reduces consumer satisfaction, which ultimately has negative effects on customer loyalty. It was also revealed that, although both consumer gender and urbanity have a moderating effect on the link between perceived unethicality and trust, the age group and level of education of the consumer did not exhibit such an effect. With regard to consumer cultural characteristics, both high uncertainty avoidance and low individualism were found to increase the negative impact of business unethicality on trust, as opposed to power distance and masculinity that did not have any moderating effect on this relationship. Implications for managers are extracted from the study findings, as well as directions for future research.

PurposeThe purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to provide a foundation for future research on the subject matter to proliferate and prosper.Design/methodology/approachA systematic review of the extant literature was conducted focusing on peer-reviewed journal articles published in major marketing, international business and management journals.FindingsA systematic analysis of 44 journal articles shows that CCOS research is a rapidly growing research stream in the international marketing field. However, at the same time, the results reveal a lack of coherent and consistent conceptual underpinning, conflicting empirical findings regarding the profile and behavior of cosmopolitan consumers, persisting knowledge gaps, as well as methodological and contextual weaknesses.Originality/valueThis paper is the first to consolidate the pertinent literature on CCOS. In doing so, it provides a roadmap for future research with reference to theory, context and methodology based on the research inconsistencies and knowledge gaps identified, contributing toward the development of this research area.

Purpose -The article develops and tests a model that focuses on the cultural drivers and trust outcomes of consumer perceptions on issues pertaining to the unethical marketing behavior of firms. It specifically investigates: the role of cultural orientation in forming consumer ethical ideology; the link between the consumer's ethical ideology and his/her perceptions regarding the unethical marketing behavior of firms; the effect of perceived unethical marketing behavior on trust in firms; and the moderating role of gender, age, and education of the consumer.Design/methodology/approach -The article is based on a quantitative survey conducted among 387 Cypriot consumers aged 18 and above, using stratified random sampling procedures. The items comprising the constructs used were derived from multiple literature sources and these were measured on a seven-point Likert scale. Data were gathered through personal, face-to-face interviews conducted at central locations in all major towns of Cyprus. To test the hypothesized relationships among the constructs of the model, structural equation modeling was employed.Findings -The study confirmed that both power distance and uncertainty avoidance are important in forming idealistic attitudes, while both individualism and masculinity lead to an egoistic attitude. Idealism was observed to have a positive association with perceived marketing unethicality, while egoism was found to negatively affect consumer perceptions of unethical marketing behavior by firms. It was also revealed that perceived unethical marketing behavior decreases consumer trust. The study also revealed that the link between idealism and perceived marketing unethicality is stronger among male and older individuals, while consumer's level of education had no moderating impact on this link. Finally, none of the consumer demographics examined (i.e., gender, age, and education) moderated the association between egoism and perceived unethical marketing behavior.Research limitations/implications -The findings of the study offer useful implications for business managers (e.g., adopting an ethical marketing spirit), public policymakers (e.g., establishing a broader set of ethical guidelines for marketers), and consumer pressure groups (e.g., making consumers act as 'watchdogs' of potential unethical marketing practices). The findings of the study should be seen within the context of limitations pertaining mainly to the fieldwork country, the cross-sectional design, and the sampling unit used.Originality/value -The originality of the study lies in the fact that: it puts together in a single model both antecedents and outcomes of the marketing unethicality of firms, as this is perceived by the individual consumer; concurrently examines the role of cultural orientation and ethical ideology of the consumer in forming ethical attitudes and responses; focuses on the instrumental role of cultural characteristics on consumer ethical perceptions from the perspective of the individual, rather than the society as a whol...

Although personality and cultural traits were found to be important predictors or moderators of consumer attitudes and behavior, their relationship to consumer animosity has not yet been studied. This article reports the findings of a study conducted among 606 Ukrainian consumers, aiming to identify personality drivers and behavioral outcomes of consumer animosity, as well as the moderating role of cultural characteristics. Structural equation modeling revealed that extraversion and conscientiousness have a negative effect on consumer animosity, while neuroticism and openness are positively associated with this feeling. However, no significant relationship was observed between animosity and agreeableness. In turn, consumer animosity was found to influence product avoidance, with this association becoming stronger in the case of consumers with higher levels of power distance, uncertainty avoidance, collectivism, and masculinity. The study also showed that male and educated consumers are more likely to harbor animosity toward a hostilityevoking country, while age and income had no control effect on animosity. Several implications for theory and practice are derived from the study findings, and directions for future research are provided.

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