Unveiling ethical product features: The importance of an elaborated information presentation

JOURNAL OF CLEANER PRODUCTION

卷:162

Article

Osburg, Victoria-Sophie¹  Strack, Micha²  Conroy, Denise M.³  Toporowski, Waldemar⁴ 

[1] Univ Hull, Cottingham Rd, Kingston Upon Hull HU6 7RX, N Humberside, England

[2] Univ Goettingen, Georg Elias Mueller Inst Psychol, Gosslerstr 14, D-37073 Gottingen, Germany

[3] Univ Auckland, Business Sch, 12 Grafton Rd, Auckland 1010, New Zealand

[4] Univ Goettingen, Chair Retailing, Pl Goettinger Sieben 3, D-37073 Gottingen, Germany

关键词: Ethical consumption;    Message framing;    Comprehensibility;    Meaningfulness;    Credibility;    Price sensibility;   

DOI  :  10.1016/j.jclepro.2017.06.112

来源: Elsevier

【 摘 要 】

Despite growing consumer awareness of ethical consumption, market sales are not growing accordingly. Because the presentation of appropriate ethical product information may influence consumers to choose ethical products, this paper analyses the requirements necessary for the successful communication of ethical product features. Based on McGuire's (1976) information-processing model, and a review of current literature, the information's comprehensibility, meaningfulness, and credibility are investigated in an online survey of US American citizens (n = 595) for two product categories representing Fast Moving Consumer Goods, and durable goods. A generalized mixed logit model revealed that all three communication factors affect consumers' choices. The more concerns about, or expertise in, organic production and fair trade purchase the consumers expressed, the less important their price sensibility and the more they preferred a comprehensive addendum and credible sources (e.g., government certificate or traceability). The results strongly suggest that advertisers and marketers can customize product communications in order to better engage both the mass market, and ethically oriented consumers. (C) 2017 Elsevier Ltd. All rights reserved.

【 授权许可】

Free