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Whilst country-of-origin (COO) effects have been studied extensively since the 1960s, little research has explored these effects with respect to ecological considerations. The purpose of this paper is to explore the COO ecological image (CEI) construct by defining its facets across consumers and professionals from two different countries, namely, France and Australia.

Because of the exploratory nature of the research, the authors used two qualitative techniques, namely, semi-structured interviews and focus groups.

Findings indicate the CEI construct is composed of eight dimensions, namely, policy, technological, economic, people characteristics, natural, climatic, historical and eco-product features.

The research provides insights into the CEI construct and justifies future studies to develop a scale measure for it. However, the generalisability of the results must be considered limited due to the qualitative exploratory nature of the study.

The research offers implications for companies and policymakers by allowing them to understand how consumers form a CEI. It suggests new applications respective to how to leverage positive aspects of a CEI and how to mitigate negative ones.

The study extends the literature on COO by identifying the possible dimensions of the CEI construct, thus providing better insights into the little-explored link between COO and sustainable products.

As part of a cross-cultural research, the purpose of this paper is to provide further insights into the existing product-country image (PCI) of the Chinese consumers’ perceptions of Spain, its products, and its people, thereby providing an overall contemporary Spanish PCI within the Chinese market.

In total, 215 valid structured questionnaires were gathered throughout China. Following a pre-investigation of 259 usable questionnaires, a 52-item construct was drawn from the existing widely used PCI item scales, designing a structured PCI construct, covering: “country image,” “personal image,” “product image,” “general knowledge about Spain,” and “personal data.”

The study provides: a PCI pre-investigation research results as well as a literature review on PCI topic; research results for the five hypotheses concerning Chinese citizens’ view of Spanish product price, quality, technicality, inventiveness, and known brands view; descriptive statistics as well as result graphs for each of the covered PCI sections; our PCI construct variable correlations with the tested five product image variables; and general implications.

Standardizing PCI longitudinal studies, as well as focusing on how the Spanish Government and private sector should determine the long-term criteria to facilitate a clearer representation of the Spanish PCI evolution within the Chinese market, is advised.

The current study intends to capture insights for Spain and other country’s public and private sector decision makers to better integrate market and non-market strategies. The results would further assist delineating strategies to avoid the liability of foreignness of Spanish organizations within China.

The purpose of this paper is to explore the environmental behaviors of well-educated people in Thailand. Determinants of individuals’ involvement in pro-environmental behaviors (PEBs) are evaluated.

An exploratory model was created to investigate the relationship between PEBs and potential predictors that were selected based on the purposes of environmental risk communication and environmental education improvements. Those factors included dispositional, attitudinal, motivational, environmental knowledge, and psychosocial characteristics. Questionnaire surveys with well-educated people (n=810), that is those holding an educational qualification that ranged from a senior high school degree to a doctoral degree, were conducted. Multiple regression analysis was performed to justify the proposed relationship.

The result revealed that PEBs of well-educated people could be greatly predicted by an individual’s sense of obligation, perceived probability of receiving impacts from environmental problems, outcome expectancy from environmental behaviors, and environmental knowledge related to environmental phenomena and appropriate environmental actions; whereas, an individual’s environmental worldview and life satisfaction were less significant. Moreover, most of psychosocial variables were not significant predictors.

Factors determining well-educated people’s engagement in PEBs were evaluated. The results of the investigation provided the implications for environmental risk communication and environmental education improvements.

The advent of electronic word-of-mouth (eWOM) communities and review sites has strongly affected the tourism industry, changing the way hotels and accommodations build credibility and a good image. Few studies have tested, among eWOM communities, the predictors and factors that directly affect positive eWOM reviews. Using a directory of Spanish hotels in TripAdvisor, the purpose of this paper is to critically discuss and examine the predictors of positive eWOM, from the hoteliers’ perspective.

After the literature review on eWOM, hypotheses regarding predictors of positive eWOM were developed. Correlation and regression analyses were conducted to empirically validate the relation between hotel and personal characteristics and positive eWOM among a population of 335 hotels.

Results suggest that commitment and competence are factors affecting positive eWOM. The study found that hoteliers do not perceive hotel characteristics (category, size, and type of ownership) or the use of the review site as predictors of positive valence. Instead, they perceive commitment and competence as the main predictors.

The identification of the predictors of positive valence is important to get better eWOM valence. It would allow hotels to improve some factors that affect positive eWOM. In this way, the hotel resources and efforts would be better targeted.

The identification of the predictors of positive valence is important to get better eWOM valence. It would enable hotels to improve some factors and characteristics that affect positive eWOM. In this way, the hotel resources and efforts would be better targeted.

This paper investigates the factors affecting positive reviews on hotels, from the hoteliers’ perception. The study will help researchers to understand positive eWOM formation. Moreover, this study will provide marketers with information on how to improve efforts to obtain positive reviews.