Ethical Textile Consumption: Only a Question of Selflessness?
Autor: | Anja Dieckmann, Matthias Unfried, Ronald Frank, Regina Schreder |
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Jazyk: | angličtina |
Rok vydání: | 2016 |
Předmět: |
Behavioral Economics
Dictator Game 050801 communication & media studies Eco-Labels Consumer Typology Clothing German 0508 media and communications Individual consumer Buying Motives 0502 economics and business lcsh:HF5410-5417.5 Marketing Set (psychology) Consumption (economics) business.industry lcsh:Marketing. Distribution of products 05 social sciences Advertising language.human_language Fair trade language 050211 marketing Economic game Textile (markup language) business Fairtrade |
Zdroj: | GfK Marketing Intelligence Review, Vol 8, Iss 1, Pp 52-58 (2016) |
ISSN: | 1865-5866 |
Popis: | When it comes to purchase decisions for fair-trade clothing, there seems to be a gap between actions and words. Only few people buy fair trade despite stating moral concerns. Based on a survey of German consumers and the results of a behavioral economic game, the article presents strategies to minimize the gap identified between the willingness to purchase and the moral standards that many consumers set for themselves. The data suggests several consumer types and provides a few promising starting points for strategies that are not based on selflessness but rather generate more tangible benefits for the individual consumer groups. At least three of five consumer types or two-thirds of the consumers may constitute possible target groups according to the findings. |
Databáze: | OpenAIRE |
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