There is great uncertainty regarding the potential of environmental attributes in improving brand attitude. This study analyzes the relative importance of the ecological attribute when other attributes referring to the functional performance of the brand are taken into account. In addition to this, we put forward an experimental design to check the effectiveness of environmental labels in evaluating the environmental attribute and in reducing the uncertainty concerning said evaluation. Our study ratifies the presence of a positive effect of environmental associations on brand attitude, though this effect is lower than that of other functional attributes. We also demonstrate that using independent certifications strengthens beliefs in the product's ecological performance. In the light of the results, using environmental associations certified by independent bodies is recommended. This would help improve both brand attitude and brand equity. However, a greater effort is needed to ensure that the consumer is capable of recognizing environmental labels.

Abstract. In the process of coding open-ended questions, the evaluation of interjudge reliability is a critical issue. In this paper, using real data, the behavior of three coefficients of reliability among coders, Cohen's K, Krippendorff's α and Perreault and Leigh's I r are patterned, in terms of the number of judges involved and the categories of answer defined. The outcome underlines the importance of both variables in the valuations of interjudge reliability, as well as the higher adequacy of Perreault and Leigh's I r and Krippendorff's α for marketing and opinion research.

Background Sustainable production and consumption are two important issues, which mutually interact. Whereas individuals have little direct influence on the former, they can play a key role on the latter. This paper describes the subject matter of sustainable consumption and outlines its key features. It also describes some international initiatives in this field. Results By means of an international survey, the study explores the emphasis given to sustainable consumption during the second wave of the COVID-19 pandemic, and the degree of preparedness in individuals to engage in the purchase of green and sustainably manufactured products. The main results indicate that the pandemic offered an opportunity to promote sustainable consumption; nevertheless, the pandemic alone cannot be regarded as a ‘game changer’ in this topic. Conclusions Apart from an online survey with responses from 31 countries, which makes it one of the most representative studies on the topic, a logit model was used to analyse the main variables that affect the probability of pro-environmental consumption behaviour because of the COVID-19 pandemic. The paper lists some of the technological and social innovations that may be needed, so as to guide more sustainable consumption patterns in a post-pandemic world.

Una encuesta online a la población española (n = 602) examina los factores que predicen el apoyo al compromiso con el medio ambiente por parte de los participantes para reducir el cambio climático global. Se realizó una regresión múltiple jerárquica en cuatro pasos y se testó el modelo de ecuaciones estructurales propuesto. En la encuesta se aplicó una herramienta diseñada por el Yale Project on Climate Change Communication con la finalidad de construir escalas para las variables introducidas en el estudio. Los resultados muestran que la efectividad percibida por el consumidor y el riesgo percibido son factores determinantes del apoyo al compromiso para reducir el cambio climático global. No obstante, se encontraron algunas diferencias en cuanto a la influencia de otros factores tales como las variables socio-demográficas, la visión de la naturaleza y la cognición cultural.

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