... the influence of global-local identity and regulatory focus messages on green product purchase intention and its underlying mechanism. Design/methodology/approach This study investigates the impact of global-local identity and regulatory focus messages on green product purchase intentions and the perceived...

... of consumers’ disposition toward global digital brands. For this purpose, it provides a path of theoretically-driven relationships, which aims to explain how global-local identities predict usage of global SNS. Finally, we investigate potential cross-country variations of the above-mentioned mechanism, which...