“…The extent to which a product or service provides freedom of choice, independence as well as benevolence, social justice, equality and environmental responsibility is becoming more and more crucial for customers when making purchase choices ( Martínez-Cañas et al, 2016 ), especially in a developed world, where consumption appears to have become an end in itself, through which customers find a voice to promote a better society ( Vrontis and Thrassou, 2007 ). Furthermore, customers are increasingly showing concerns about the effects of their purchase choices not only for themselves, but also for broader society ( Harrison, 2005 ; González and Fernández, 2016 ), which represents a strong embracement of transcendent motives in their actions. In other words, in addition to making purchase decisions with an eye on external benefits gained (i.e., extrinsic motivation) or the pleasure acquired from the purchase decision itself (i.e., intrinsic motivation), customers are more and more concerned about whether their purchase decisions contribute to solving the problems of someone else (i.e., transcendent motives).…”