To study the effect of protean careers on talent retention, operationalized as the intention to quit, this study explores two pathways between protean career orientation and intention to quit: a direct pathway, and an indirect pathway via organizational commitment and job satisfaction. The study draws upon a sample of 306 talented workers selected from 17 Spanish and Mexican multinational organizations. Protean orientation should be expected to be widespread among talented individuals which might represent a threat to those that seek to develop and retain highly valued employees. We found that highly protean talented individuals show higher organizational commitment and higher job satisfaction, but contrary to expectations do not show a higher intention to quit. The total effect of protean career orientation on intention to quit is shown to not be significant because the positive direct effects are neutralized by negative indirect effects. The results help complement current knowledge of protean careers and a better understanding of organizational attitudes in the protean career context will help practitioners to show the importance of avoiding stereotyping talented employees based on a protean orientation as they do not comprise an extra risk for the organization in terms of commitment and turnover intention.

Previous research was sceptical of the efficacy of planning in the case of avoiding goals in healthy eating. However, our results show that planning is an efficient intervention that can be used by health education programmes to reduce fat intake and, therefore, increase citizen well-being. These results also support the existence of a key variable in the implementation intentions process, that is, goal complexity, and the presence of two moderating variables, that is, gender and monitoring. Statement of contribution What is already known on this subject? Implementation intentions are action plans subordinate to goal intentions that specify the 'when, where, and how' of responses leading to goal attainment. In healthy eating, the average effect of forming implementation intentions is small to medium, but this efficacy changes depending on the type of intended behaviour. Past evidence shows that the effect size seems to be lower when the intervention aims at reducing unhealthy behaviours versus promoting healthy behaviours. What does this study add? Forming implementation intentions is an efficient intervention to reduce fat intake with a medium overall effect. The efficacy of this intervention is increased when men are targeted and when there is no monitoring during the process. This study introduces a new line of research focused on the study of the effect of planning on complex goals.

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Studies of sustainable consumer profiles are mainly label‐specific and focus on Organic or Fair Trade labels. As a result, when the sustainable consumer is defined, there is a sense that only one profile exists. If each label has a different positioning strategy and has different requirements, the buyers of these products may also be different. Through the use of consumer panel data, this paper aims to deepen the understanding of the household demographic profiles of consumers of sustainable brands in order to discover if there is a single sustainable consumer profile or whether there is diversity associated with different labels. This study reveals profile differences and these provide better understanding of the complexities of sustainable consumption. It reveals that the profiles of sustainable buyers are not the same across all labels and this should be taken into account by awarding institutions when designing and evaluating their positioning strategies.

Las empresas social y medioambientalmente responsables realizan grandes inversiones para obtener los sellos que las certifiquen como tales. De cara a diferenciarse en el mercado, los logos o etiquetas responsables son considerados como un vehículo eficaz para comunicar al consumidor los atributos sociales y ambientales de los productos. Sin embargo, estudios previos concluyen que la mayoría de los consumidores no las conocen, no las entienden o no creen en ellas. Mientras que trabajos anteriores han examinado la influencia de las actitudes en la compra de productos con etiquetas, este trabajo analiza la influencia de la comprensión y de variables asociadas a la motivación en la compra de productos con etiquetado responsable. A partir de entrevistas estructuradas a 289 consumidores en Madrid, se concluye que el conocimiento de la etiqueta es un antecedente clave de la compra de productos con atributos éticos. Así, las organizaciones interesadas en el marcado RSE deben invertir en comunicación orientada a construir el conocimiento de la etiqueta. A partir de los resultados encontrados, se formulan sugerencias para profesionales y académicos interesados en el marketing de productos con etiquetado a contenido social y ambiental.

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