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This study aims to evaluate the impact of a sustainable production action on consumer trust and purchase intention by a company involved in moral transgression and also analyze the effect on consumer trust and purchase intention if a company, after green marketing, is identified as greenwashing spreader.

This quantitative nature (n = 121) study uses scale’s discriminant and convergent validity analyses, structural equation modeling and Student’s t-test.

Even for previously morally transgressive brands, actions of social legitimation, such as embracing environmental causes, positively impact consumer trust and purchase intention. However, consumers drop brand trust and purchase intention when verifying that this action was greenwashing.

Mediating or moderating variables of ecological awareness, such as religiosity or political view, were not tested.

This article combines the impact of positive, sustainable management actions for morally transgressive companies and the effects of new transgression on their sustainable management action. Thus, it aims to reduce the gap between organizational practice and management research.

This article shows that embracing society’s emerging causes and helping the world be a better place to live, moving toward the 2030 United Nations agenda, have practical repercussions for organizations.

This article contributes both to the literature and managerial implications by combining the impact of positive, sustainable management actions for morally transgressive companies and the effects of new transgression on their sustainable management action, thus reducing the gap between management research and organizational practice by unveiling the relations between sustainable actions and their perceived consequences.

This paper aims to expose the inadequacy of social marketing to tackle complex social problems, while proposing an expansion in the discipline’ conceptual repertoire. The goal is to incorporate complexity tools, in particular from the system dynamics field, and the promotion of mindware within a true transdisciplinary paradigm.

This paper uses literature review to support the proposed theoretical development. It also presents a short case study.

Most problems that plague our modern societies have a distinctive complex nature that is not amenable to traditional social marketing interventions. Social marketing has simplified the problem of bringing about societal change by thinking that upstream social actors can be influenced in the same way as downstream individuals. This paper shows that this is not the case while proposing a framework to close this gap.

The proposed framework is a theoretical one. It depends on further refinements and actual application to wicked problems.

Complex social problems – or wicked problems – remain widespread in modern societies. Moreover, they are getting worse over time. The paper presents a proposal to redefine the limits of the social marketing discipline so it can be more useful to tackle such problems. Practical approaches such as measuring the success of mindware in the marketplace of ideas are implied in the proposed framework.

The increase in complexity of social problems has not been accompanied by an evolution in the discipline of social marketing. The lack of proper conceptual tools has prevented the discipline from contributing to tackling these problems effectively. Some interventions may actually worsen the underlying problems, as illustrated in the paper.

This paper identifies two major gaps associated with the social marketing discipline, in particular the lack of complexity and systems thinking and the forsaking of ideas (mindware) as a legitimate goal of the discipline. This realization corroborates the claim that boundaries among disciplines are often artificial, hindering the proper understanding of complex social problems. In turn, only the use of adequate conceptual lenses makes it possible to devise interventions and programs that tackle actual causes (instead of symptoms) of complex social problems.

The purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the socioeconomic stratum of the consumer.

These questions were investigated by way of two experiments: the first, using a between-subjects approach that was carried out with 210 subjects and the second, using between- and within-subjects approaches that were carried out with 305 subjects.

The results show that: products produced by both little-known and well-known brands are evaluated more favourably when they are co-branded with a well-known ingredient brand; there is no evidence that the co-branding effect on product evaluation is stronger for little-known brand products than for well-known brand products; and there is weak evidence that the co-branding effect on product evaluation is stronger among subjects from lower socioeconomic strata than among subjects from the upper stratum.

The theory of anchoring alone is insufficient for explaining differences in product evaluations when the co-branding strategy is adopted. It is believed that positive effects can be also interpreted by the assimilation and signalling theories.

As for the managerial implications, the authors offer insights into the impacts of using a strategic co-branding alliance on the products of little-known brands among consumers from lower and upper strata.

The study contributes to consumer behaviour literature, specifically with regard to ingredient-brand effects in co-branding strategies from the perspective of the end consumer.

The purpose of this paper is to examine the association between corporate social responsibility (CSR) and employee satisfaction. The study proposes and empirically tests two hypotheses: that CSR is positively associated with employee satisfaction, and that organizational image mediates the relationship between CSR and employee satisfaction.

The hypotheses were tested through regression analyses, using data from 85,167 questionnaires completed by employees at 381 Brazilian companies, as well as data pertaining to the “breadth” of CSR engagement of those same companies.

The results of this study provide evidence that CSR-oriented actions undertaken by companies will lead to a better organizational image, and this, in turn, will lead to greater employee satisfaction.

Because employee behaviour influences organizational outcomes and higher job satisfaction may lead to greater employee commitment to organizational goals and values, understanding the impact of CSR on employee satisfaction is relevant to corporate performance.

The study contributes to the body of empirical research on CSR by investigating the underlying mechanisms linking CSR with employee behaviour. Scholars in the area of CSR regularly explore the outcomes and impacts of CSR actions on internal and external stakeholders. However, the impacts of CSR for a critical group of stakeholders – namely, employees – and its underlying mechanisms are understudied in the CSR literature.

Companies that wish to market a global brand need to develop a greater understanding of consumers' and potential consumers' susceptibility to global consumer culture (SGCC) with a view to standardizing/adapting their brand according to the desires and preferences of the consumers who belong to specific segments of global consumers. Thus, the aim of the study is to fill a joint segmentation research gap within and between countries based on seven dimensions of SGCC while classifying consumers according to the degree of belonging to specific and hybrid (global citizenship) segments.

A questionnaire was applied online in English in five countries across the Americas and Europe resulting in a sample of 412 consumers. Based on the fuzzy C-means cluster analysis, the study segments the sample of consumers according to the degree of belonging to specific and global citizenship segments.

Analysis of survey results show three groups; two distinct groups and a third with features of both, a distinct intersection group. These findings suggest that consumers in different countries develop beliefs and attitudes about global citizenship, and this perspective coincides with the characteristics of the intersection group. Consequently, the study shows that fragmentation of the needs of consumers exists within and between countries.

This study contributes to the concept of global citizenship, helping managers of global brands improve their marketing strategy decisions by implementing strategies that are standardized or adapted to specific hybrid segments of consumers that transcend national borders. This study used a statistical method to measure the degree of belonging to each segment.

The purpose of this paper is the development of a framework to address complex social problems. The paper proposes an integrative framework inspired in complexity sciences, using it to explain the demise of cigarettes in recent decades.

The paper uses the method of system dynamics to represent the complexity inherent in most social ecosystems where social marketers operate.

The framework identifies the major determinants of complex problems in social ecosystems, giving emphasis to the role performed by endogenous social structures. The paper presents the results of a simulation replicating the evolution of perceived attractiveness of cigarettes in recent decades, highlighting the role of the Surgeon General’s 1964 report in the USA as a catalyst force that accelerated the process of change.

The limitations derive from the use of the system dynamics method, in particular the high level of aggregation of variables. Implications include the potential for increased cross-fertilization between social marketing and other disciplines concerned with social change.

The eight elements that compose the proposed framework can be identified or applied to any social ecosystem, helping in the identification of points with high leverage for social change.

Proper understanding of how complex social problems arise is vital to increase the odds of success of social marketing interventions. The paper also highlights common threads in the development of problems in different social ecosystems.

The paper presents a novel framework for addressing the complexity inherent to the social ecosystems where social marketers operate.

This paper's objective is to propose an integrated framework to investigate the adoption intention of mobile banking technology and to test it in the Brazilian context.

A total of 666 respondents from the most economically developed cities in Brazil were surveyed. The sample comprised 333 mobile banking users and 333 mobile banking non‐users. Partial least squares was used to analyze the proposed framework's construct relations.

The framework offers an integrated view, taking into account more predictors than other studies on the adoption of innovations. For non‐users, the framework was able to explain approximately 69 percent of the dependent variable (intention to adopt mobile banking) variation, which is a figure higher than those obtained in previous studies. However, for current users of mobile banking, only 27 percent of the dependent variable variation was explained by the framework. It was also observed that the predictors' influence over the criterion variable was different for each group of mobile banking users and non‐users.

The findings suggest that the proposed integrated framework offers a deeper understanding of the variables that influence the adoption of mobile banking.

This study proposes a new method to investigate adoption of new technologies and tests this method by looking into the determinants of internet banking adoption in Brazil.

A total of 600 respondents living in one of the biggest cities in Brazil were sampled for interviewing: 300 were internet bank users, 150 were internet but not internet bank users, and 150 were neither internet nor internet bank users.

The adjusted coefficient of determination in the multiple linear regression equation (dependent variable: intention to use/continue to use IB) was 60 percent and the main effects of the eight variables proved significant (relative advantage of control, compatibility with lifestyle, image, subjective norm, self‐efficacy, relative advantage of security and privacy, results demonstrability, and trialability). The McFaden pseudo coefficient of determination in the multinomial logistic regression equation (dependent variable: a dummy variable for each of the three groups analyzed) ranged from 45 percent to 69 percent. The findings show that the variables that influence the intention to use/continue to use IB are not exactly the same as those that influence actual adoption. Specifically, the results seem to suggest that intention to use IB is influenced solely by people's beliefs about IB, while its actual adoption is influenced also by individual characteristics.

The findings herein suggest that the proposed integrated model offers superior ability to explain adoption of internet banking to that of the models elected by previous studies. Furthermore, the model looks not only into the intentions but also into actual adoption.