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Resume:
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The present study is based on a large scale panel survey and uses the German market for profiling
the consumer of ecological margarine. We analyze how this consumer differs from the mainstream
consumer. Consumers of ecological margarine are categorized as light- , medium-, heavy-users and
loyalists. Also, we explore why some consumers - when being asked - intend to buy ecological
margarine but do not purchase the product (and vice versa). A cluster analysis of non-purchasers of
ecological margarine shows at least one sizeable cluster of non-purchasers possess views on ecostatements
that are more eco-prone than loyal purchasers of eco-margarine. Several other interesting
findings are revealed. Implications for promotion of ecological margarine are discussed (not in the
present draft but at the conference). |
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