Product campaign study

The study will examine consumer attitudes, perceptions and intentions toward a fictitious brand of shows. We will ask between 300-400 Prolific panel participants in the U.S. and South Africa to complete and online survey. We will use a 2 (brand origin: global vs. local) x 2 (environmental sustainability: present vs. absent) between subjects design. We will measure Ubuntu belief across these markets. We predict that it will moderate/mediate the effects of manipulations on outcomes and be present across these two markets. We further will account for the effects of important variables, such as global-local identity, consumer ethnocentrism, green values.