The Fresh Start Mindset: A Cross-National Investigation and Implications for Environmentally Friendly Global Brands

This research situates the fresh start mindset—the consumer belief that people can make a new start, get a new beginning, and chart a new course in life—within the neoliberal global milieu and examines the fresh start mindset cross-nationally and as a predictor of interest in environmentally friendly global brands. Theoretically, the authors argue that the fresh start mindset is associated with globally focused beliefs (global identity and...