Understanding sustainable consumption buying and curtailment behavior in emerging markets is limited, yet this knowledge is vital to the future of these economies. The newer conceptualization of pro-environmental self-identity (PESI), as environmentally-friendly dynamic-self, can significantly inform comprehension of these behaviors, and strengthen them.Utilizing intra-personal influences and situational cueing, this paper appraises the influence of PESI on the sustainable buying and curtailment behaviors of consumers in China and Poland.Surveying these consumers, PESI was confirmed as a significant influence on their buying and curtailment behaviors. Contextual and behavioral distinctions also emerged, highlighting a buying emphasis in China and curtailment orientation in Poland. Notably, PESI was found to be multi-activated by situational cueing, moral responsibility, assessment, social desirability, tinted by consumer effectiveness and knowledge. Important implications arise for ecoinnovation and buying and curtailment policy-making in emerging markets. PESI consumers have a potential active stakeholder role in this innovation and policy development.

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PurposeThe purpose of this paper is to examine the impact of trust, cynicism and efficacy on young peoples' (non)voting behaviour during the 2005 British general election.Design/methodology/approachSurvey data were gathered from 1,134 interviewer‐administered questionnaires with young first‐time voters during the three‐week period following the British general election in May 2005. Validated attitudes statements were used to measure their levels of trust, cynicism and efficacy.FindingsThe research shows that young people are generally distrusting of and very cynical about politicians and the Prime Minister (Tony Blair) Thus, in part, the data support the existing evidence that cynicism contributes to feelings of political alienation. However, the paper's findings also indicate that while young people can be highly distrusting and cynical, they can also be interested in the election and vote.Research limitations/implicationsCurrent, negative evaluations of young people and electoral politics need to be reviewed. While, it cannot be denied that this age group are highly cynical, and their electoral participation is in decline, for some, this cynicism, when combined with personal efficacy, can act as a positive force to stimulate “monitorial” interaction with election offerings. Consequently, further research is needed to understand young peoples' perceptions of democracy and electoral politics, how their personal efficacy can be increased and what feeds their cynicism.Originality/valueThis paper offers a contemporary understanding of young people as an interested and critical citizenry and raises a number of important questions that set a new agenda for political marketers researching youth electoral engagement in the future.

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Objectives-To explore the use of a questionnaire to obtain representative public opinions on health services.