Sustainability as a country image dimension: An investigation about Brazil

Despite the importance of the attitude theory in evaluating the image of a country, the literature of the field has mostly discussed the cognitive component of attitude, having neglected the other two ones: affective and... [ view full abstract ]

Despite the importance of the attitude theory in evaluating the image of a country, the literature of the field has mostly discussed the cognitive component of attitude, having neglected the other two ones: affective and conative. The aim of this paper is to provide a conceptual theoretical framework based on the three components while the conations are taken more broadly: the predisposition for traveling, doing businesses, investing, or either working in the country, as well as the willingness for buying products ‘made in’ the country or shopping in the country. This paper also seeks to investigate if a nation’s level of sustainable consumption can be considered as a country image dimension, in the context of Brazil. By employing quantitative approach, a total of 427 questionnaires were conducted and analysed establishing five country image factors. The conative dimension received the highest scores, while the dimension exhibiting the lowest scores was the Technical one. Other cognitive aspects (Sustainability and Political) have less favourable evaluations than those of the conative and affective dimensions. Additionally, the origin of products intends to represent a positioning platform to influence the willingness of the buyer into paying more, which seems plausible in the case of Brazil.