Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
880323 | International Journal of Research in Marketing | 2008 | 9 Pages |
Abstract
The present paper utilizes a random utility theoretic experimental design to provide estimates of the relative value that selected consumers place on the social features of products. Experiments were conducted in Hong Kong and Australia using both university students and supporters of the human rights organization Amnesty International. The paper focuses on two classes of social features, “labor practices” and “animal rights and the environment”. The results show that the social features of products can, on average, affect an individuals' likelihood of purchasing a product. Also, this paper finds distinctive segments of ethically orientated consumers.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Pat Auger, Timothy M. Devinney, Jordan J. Louviere, Paul F. Burke,