1,721,356 research outputs found
Behind Ethical Consumption: Purchasing Motives and Marketing Strategies for Organic Food Products, Non-GMOs, Bio-Fuels
No full textThis book presents five related studies, each dealing with the issue of the motivations behind ethical choices of consumption and discussing their implications on marketing strategy. The fields of investigation selected range from organic food to genetically modified products, from bio-fuels to new low-emission transport technologies, the consumption of each of which has by its very nature a recognized ethical validity. On these themes, this volume offers a European point of view and, in particular, an Italian one, either extending studies undertaken in various countries, or proposing new and original lines of research into the antecedents of purchase intentions that have never before been explored.
In particular, this volume examines three critical issues in ethical consumption. The first area of research regards the psychological determinants of consumers’ purchase intention, identified within a consolidated model of social psychology, the “Theory of planned behavior”, extended to other relevant variables (i.e., moral norms, moral disengagement, and self-identity). The second issue considers values pursued by consumers, as well as cross-cultural individual differences, to verify the degree of homogeneity in results obtained in trans-national studies. The third and final area of research covered by this book deals with the latent dimensions of ethical product image (in particular, the “Big five factors” of product personality) and how these bear upon the significant determinants of ethical consumers’ purchase intention
Godfather Marketing: Offering favors before products
Full text linkDisruptive shifts in the current environment are engendering uncertainty, radically
changing market relationships and consumers’ priorities. This challenging-theboundaries
article introduces a new marketing paradigm, Godfather Marketing, according
to which firms evolve into organizations reminiscent of ‘mafia families,’ yet
completely devoid of criminal connotations. Their aim is to deeply fulfill customer
needs and desires through favors, not just product sales. This approach requires
customers to adhere to a mutual ‘code of honor,’ where merit is rewarded and
wrongdoing punished, participating in the firm’s favor exchange network. Through
a theoretical approach grounded in historical cultural factors, this article explores
firm credibility, favor conditions, reciprocation methods, customer traits, and organizational
dynamics. In an era where the quality of information will supersede
its quantity, Godfather Marketing offers a distinct perspective, giving marketers a
competitive edge for fostering consumer loyalty and local policymakers a potential
tool for community governance, within a shared framework of careful controls ensuring
the protection of individual freedoms
Segmenti, Reti e Fabbisogni Strategici delle Imprese Distrettuali Calzaturiere Pugliesi
Full text linkIl Comportamento di Consumo degli Anziani: Temi e Storia di Quarant’anni di Letteratura di Marketing
Full text link
- …
