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Why do consumers buy socially responsible products

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Why do consumers buy socially responsible products

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Samenvatting

This paper describes a study into consumers' reasons for buying socially responsible (SR) products, such as Fair Trade products and organic meat. As opposed to other studies, we use a qualitative approach based on 25 in-depth interviews and include several different products in the research. This leads to several new
results, such as: (1) buying SR products is perceived as an imperfect moral duty; (2) low quality of SR products is a dissatisfier, but high quality not a satisfier; (3) the attitude towards SR products is related to the reputation of charitable funds; (4) the demand for SR products is negatively related to the frequency of purchasing SR products; (5) reflection on SR products raises the demand for SR products; (6) consumers that have witnessed the social problems that SR products aim to alleviate purchase more SR products. Finally, we
find that the demand for different SR products is correlated: if a consumer buys one SR product, it is more likely that (s)he purchases other SR products as well.

Toon meer
OrganisatieFontys Hogescholen
InstituutFontys Hogeschool Marketing en Management
Gepubliceerd inInternational Journal of Business and Social Science Vol. 2, Uitgave: 3, Pagina's: 21-35
Jaar2011
TypeArtikel
TaalEngels

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