Figure 1.
The model includes Sustainability Record, Poor versus Good, Studies 2 a and 2 b; Location of Sustainability Initiative, Domestic versus Foreign, All Studies; and Identity, Local versus Global, Studies 3 a and 3 b. These link to Value-Driven Motive, Study 2 b, and Self-Image Congruence, Study 3 b. Consumer Responses include Purchase Intention, All Studies; Positive W O M, All Studies; and Willingness to Share Ideas, Study 1 b. The labels H 1, H 2, H 3, H 4, and H 5 mark the paths.Conceptual model