Social and Environmental Dimensions of CoO Image

Social and Environmental Dimensions of CoO ImageAbstract:Country-of-origin (CoO) is a central construct in international marketing. It impacts a host of key variables, including ‘product preferences’, ‘willingness-to-buy’ as well as ‘store preferences’. However, in capturing CoO-image, extant research has largely neglected environmental and social aspects. An increasing interest in them calls for a new conceptualization of CoO-image.Our paper addresses this research issue by assessing the impact of environmental and social aspects on above mentioned outcome variables based on representative US/GB samples. We capture these important and hitherto neglected dimensions and provide academics and practitioners with a more comprehensive view of consumers’ responses to imported products.