“…Meanwhile, members of individualistic cultures subscribe to transcendental collective-oriented values that emphasize a broader view of the collective (e.g., equality, social justice, and spirituality) without sharply distinguishing between the in-and outgroups. As such, even individualistic consumers may engage in collective-oriented materialistic consumption, such as gift-giving, public donation, and green consumption, to signal desirable qualities of altruism and social concern (Shrum et al, 2014;Strizhakova & Coulter, 2013). The global spread of prosocial awareness has also affected the state of international consumerism, with half of global consumers that they are willing to pay more for products and services from companies that are committed to positive social impacts (Nielsen, 2014).…”