Consumer intentions and purchase behavior

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Consumer intentions and purchase behavior

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Titel: Consumer intentions and purchase behavior
Forfatter: Schmidt, Marcus
Resume: A rather new business trend concerns social responsible or ethical marketing. Instead of just selling products and brands it makes professional sense to “bundle” or associate the purchase of a product with some altruist activity. While the market share of ethical subcategories in most countries is still confined to a few percentages of the total market at best, it appears that the segment will grow during the next decade. The increased interest for sustainability is found within many western societies both within the business community, academic circles, the political system and among plain consumers. Up to now relatively few empirical studies have focused on the topic. The present study is based on a large scale panel study and uses the German coffee market for profiling the consumer of faire trade coffee and analyzes how this consumer differs from the mainstream consumer. Also, we explore why some consumers intend to buy fair trade coffee but do not purchase the product (and vice versa). Several interesting findings are revealed. Implications for promotion of fair trade coffee are discussed and suggestions for further research are addressed.
URI: http://hdl.handle.net/10398/8651
Dato: 2013-01-30
Note: Paper presented at the 11th International Marketing Trends Conference. Venice, Italy, 19-21 January 2012.

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