Country-of-origin (COO) research cites the influence of country-level actions on consumers’ attitudes but does not specify how such actions might influence the COO image, particularly in a climate change context. However, various countries adopt different climate change actions, with notable potential implications for products associated with the nations’ images; therefore, it is vital to understand the relationship between climate change actions and consumers’ attitudes toward their country. This study, which solicits responses from 1,389 consumers in France, Morocco, and the United States, investigates whether and how climate change actions influence each COO image and consumers’ attitudes toward it, which vary with consumers’ level of climate change concern. Such climate change actions also exert distinct effects that are moderated by the cultural context. Therefore, this study extends the COO literature to a climate change context and provides relevant implications for policy makers and marketing managers aiming to improve their COO image.

起源国（COO）研究引用了国家级行动对消费者态度的影响，但没有具体说明此类行动如何影响COO形象，尤其是在气候变化的背景下。但是，各国采取不同的气候变化行动，对与国家形象相关的产品具有显着的潜在影响。因此，了解气候变化行动和消费者对其国家态度之间的关系至关重要。这项研究征求了法国，摩洛哥和美国的1389名消费者的回应，调查了气候变化行为是否以及如何影响每个COO图像以及消费者对它的态度，这随消费者对气候变化的关注程度而变化。此类气候变化行动也发挥了独特的作用，并受文化背景的影响。因此，本研究将首席运营官的文献扩展到气候变化的背景下，并为旨在提高其首席运营官形象的决策者和市场经理提供了相关的启示。