Practice or preach? The actual purchasing behavior of responsible consumers in mass market
DOI:
https://doi.org/10.7433/s95.2014.03Keywords:
corporate social responsibility, sustainability, segmentation, positioning & targeting, marketing strategyAbstract
Purpose of the paper: To measure the gap between the propensity towards responsible consumerism and the actual behavior of Italian consumers in real settings.
Methodology: We explored the responsible consumerism propensity-behavior gap, taking into consideration a sample of 5.098 Italian consumers and analyzing the most purchased products by the group of 766 consumers that declared a high propensity towards responsible consumerism in the initial part of the survey.
Findings: Results confirm the existence of a responsible propensity-behavior gap in real scenarios, since only 37,2% of mostly-purchased products by responsible consumers has a social or environmental label. The analysis of the rationale highlights that purchasing decisions are mainly based on environmental and health-related values, whereas strictly socially-oriented characteristics receive limited attention.
Research limits: The study collected data only on Italian consumers and therefore did not allow us to understand the impact of different national cultures on consumers.
Practical implications: Since products with pure social or environmental contents target only well-informed consumers, managers should increase consumers’ knowledge around the social and environmental contents of products. If managers want to target a larger share of market, they should develop products that exploit social/environmental characteristics to enhance performance related to traditional attributes.
Originality of the paper: The study is one of the first to consider both the propensity and actual behavior of consumers. Second, while previous researches had studied behaviors in experimental, hypothetical or ad-hoc setting, this one is the first that investigates behavior by using data on purchases in real settings regardless of the store.
References
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HUNT S.D., VITELL S. (1986), “A General Theory of Marketing Ethics”, Journal of Macromarketing, vol. 6, n. 1, pp.5-16.
ARNOLD M.J., REYNOLDS K. (2003), “Hedonic Shopping Motivations”, Journal of Retailing, vol. 9, n. 2, pp. 77-95.
BENNET L. (2004), “Branded Political Communication: Lifestyle Politics, Logo Campaigns, and the Rise of Global Citizenship”, Politics, Products, and Markets: Exploring Political Consumersims Past and Present, eds. Micheletti M, Follesdal A., Stolle D. Transaction Publisher: New Brunswick, NJ.
BJØRNER T.B., HANSEN L.G., RUSSELL C.S. (2004), “Environmental labeling and consumers choice - an empirical analysis of the effect of the Nordic Swan”, Journal of Environmental Economics and Management, vol. 47, n. 3, pp. 411-434.
BRODY A.L., MARSH K.S. (1997), In The Wiley Encyclopedia of Packaging Technology, 2nd ed, John Wiley and Sons, New York.
BROWN T., DACIN P. (1997), “The Company and the Product: Corporate Associations and Consumer Product Responses”, Journal of Marketing, vol. 61, n. 1, pp. 68-84.
CARTER C.R., DALE R.S. (2008), “A framework of sustainable supply chain management. moving towards new theory”, International Journal of Physical Distribution and Logistics Management, vol. 38, n. 5, pp. 360-387.
CARUANA R. (2007), “Morality and consumption: towards a multidisciplinary perspective”, Journal of Marketing Management, vol. 23, n. 3-4, pp. 207-225.
CASELLI L. (2005), “La responsabilità sociale dell’impresa tra democrazia e mercato”, Sinergie, n. 67, pp. 46-53.
COHEN J.W. (1988), Statistical Power Analysis for the Behavioral Sciences. 2nd edition, Lawrence Erlbaum Associates: New Jersey.
DE PELSMACKER P., DRIESEN L., RAYP G. (2005), “Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffee”, Journal of Consumer Affairs, vol. 39, n. 2, pp. 363-385.
DE PELSMACKER P., JANSSENS W., STERCKX E., MIELANTS C. (2004), “Consumer preferences for the marketing of ethically labelled coffee”, International Marketing Review, vol. 22, n. 5, pp. 512-530.
DINITTO E. (1989), “Marketing With a Conscience”, Marketing Communications, vol. 14, n. 5, pp. 42-46.
DRUMWRIGHT M.E. (1996), “Company Advertising with a Social Dimension: the Role of Noneconomic Criteria”, Journal of Marketing, vol. 60, n. 4, pp. 71-87.
ENGEL J.F., BLACKWELL R.D. (1982), Consumer Behaviour, The Dryden Press, New York, NY.
FOLLOWS S.B., JOBBER D. (2000), “Environmentally Responsible Purchase Behaviour: A Test of Consumer Model”, European Journal of Marketing, vol. 34, n. 5/6, pp. 723-746.
FULLER D.A. (1999), Sustainable Marketing: Managerial-Ecological Issues, Sage Publications, Thousand Oaks, CA.
GABRIEL Y., LANG T. (1995), The Unmanageable Consumer, Sage, London.
GARRETT D. (1987), “The Effectiveness of Marketing Policy Boycotts: Environmental Opposition to Marketing”, The Journal of Marketing, vol. 51, n. 2, pp. 46-57.
GOLDSMITH E., MANDER J. (1996), The Case Against the Global Economy, Sierra Club: San Francisco.
GORSUCH R.L. (1983), Factor analysis (2nd ed), Lawrence Erlbaum Associates: Hillsdale.
HAIR J., BLACK W., BABIN B., ANDERSO R., AND TATHAM R. (2006), Multivariate data analysis (6th ed.), Pearson Prentice Hall, Uppersaddle River.
HAIR J.F., BLACK W.C. (2000), “Cluster Analysis” in Laurence G. Grimm and Paul R. Yarnold Eds., Reading and Understanding More Multivariate Statistics, American Psychological Association: Washington.
HUNT S.D., VITELL S. (1986), “A general theory of marketing ethics”, Journal of Macromarketing, vol. 6, n. 1, pp. 5-16
ISTAT (2009), Bilancio Demografico 2008, Istat: Roma.
KLOPP P., MCDONALD M. (1981), “Nutrition labels: an exploratory study of consumer reasons for nonuse”, Journal of Consumer Affairs, vol. 15, n. 2, pp. 301-16.
KRIER J.M. (2007), Fair Trade 2007: new facts and figures from an ongoing success story. A report on Fair Trade in 33 consumer countries, Brussels: Fair Trade Advocacy Office.
LOCKE R.M. (2003), “The promise and perils of globalization: The case of Nike”, in Kochan TA, Schmalensee RL Ed., Management: Inventing and delivering its future, pp. 39-70. Cambridge and London: MIT Press.
MALHOTRA N.K. (1996), Marketing Research: An Applied Orientation, 2nd ed, Englewood Cliffs: Prentice-Hall.
MCDONALD S., OATES C., YOUNG C.W., HWANG K. (2006), “Toward sustainable consumption: Researching voluntary simplifiers”, Psychology and Marketing, vol. 23, n. 6, p. 515-534.
MCGREGOR S. (2006), “Understanding consumers moral consciousness”, International Journal of Consumer Studies, vol. 30, n. 2, pp. 164-178.
MEGICKS P., MEMERY J., WILLIAMS J. (2008), “Influences on ethical and socially responsible shopping: evidence from the UK grocery sector”, Journal of Marketing Management, vol. 24, n. 5-6, pp. 637-659.
MENON A., MENON A. (1997), “Enviropreneurial marketing strategy: the emergence of corporate environmentalism as market strategy”, Journal of Marketing, vol. 61, n. 1, pp. 51-67.
MICHELETTI M., FOLLESDAL A., STOLLE D. (2003), Politics, products, and markets: Exploring political consumerism past and present, Transaction Press: New Brunswick, NJ.
MICHELETTI M., STOLLE D. (2005), “The Concept of Political Consumerism”. Youth Activism-An International Encyclopedia, ed. L. R. Sherrod, Greenwood Publishing: Wesatport.
MICHELETTI M., STOLLE D. (2009), “Consumers as Political Actors. in Critical Food Issues: Problems & State-of-the-Art Solutions, eds. Lynn Walter and Laurel E. Phoenix. Westport, Connecticut: Greenwood Publishing Group, pp. 188-214.
MOHR L.A., WEBB D.J., HARRIS K.E. (2001), “Do Consumers Expect Companies to be Socially Responsible? The impact of Corporate Social Responsibility on Buying Behavior”, Journal of Consumer Affairs, vol. 35, n. 1, pp. 45-72.
MOORMAN C., MATULICH E. (1993), “A model of consumers' preventive health behaviour: the role of health motivation and health ability”, Journal Consumer Research, vol. 20, n. 2, pp. 208-228.
NEBENZAHL I.D., JAFFE E.D. AND KAVAK B. (2001), “Consumers’ Punishment and Rewarding Process via Purchasing Behavior”, Teaching Business Ethics, vol. 5, n. 3, p. 283-305.
NEWHOLM T., SHAW D. (2007), “Studying the ethical consumer: a review of research”, Journal of Consumer Behaviour, vol. 6, n. 5, pp. 253-270.
NICHOLLS A.J. (2004), “Fair Trade New Product Development”, Service industries Journal, vol. 24, n. 2, pp. 102-177.
NICHOLLS A.J., LEE N. (2006), “Purchase decision-making in fair trade and the ethical purchase 'gap': 'is there a fair trade twix?”, Journal of Strategic Marketing, vol. 14, n. 4, pp. 369-386.
PAGE G., FEARN H. (2005), “Corporate reputation: What do consumers really care about?”, Journal of Advertising Research, vol. 45, n. 3, pp. 305-313.
PASCUCCI F. (2011), “Responsabilità sociale e questione etica nell’impresa: alcune riflessioni”, Sinergie, n. 86, pp. 133-150.
PEATTIE K. (1995), Environmental Marketing Management: Meeting the Green Challenge, Pitman Publishing Company, London, UK.
PEDRINI M., FERRI L.M., (2014), “Socio-demographical antecedents of responsible consumerism propensity”, International Journal of Consumer Studies, vol. 38, n. 2, pp. 127-138, DOI: 10.1111/ijcs.12074.
PERRINI F., TENCATI A. (2008), “La responsabilità sociale d’impresa: strategia per l’impresa relazionale e innovazione per la sostenibilità”, Sinergie, n. 77, pp. 23-43.
POL L.G. (1986), “Marketing And The Demographic Perspective”, Journal of Consumer Marketing, vol. 3, n. 1, pp. 57-65.
PROTHERO A. (1990), “Green consumerism and the societal marketing concept- marketing strategies for the 1990s”, Journal of Marketing Management, vol. 6, n. 2, pp. 87-103.
PUNJ G.N., STEWART D.W. (1983), “Cluster Analysis in Marketing Research: Review and Suggestions for Application”, Journal of Marketing Research, vol. 20, n. 2, pp. 134-148.
ROBERTS J.A. (1995), “Profiling levels of socially responsible consumer behavior: a cluster analytic approach and its implications for marketing”, Journal of Marketing Theory and Practice, vol. 3, n. 4, pp. 97-117.
ROBERTS J.A. (1996), “Green consumers in the 1990s: profile and implications for advertising”, Journal of Business Research, vol. 36, n. 3, pp. 217-231.
RODE J., HOGARTH R.M., LE MENESTREL M. (2008), “Ethical differentiation and market behaviour: An experimental approach”, Journal of Economic Behaviour and Organization, vol. 66, n. 2, pp. 265-280.
SCHLEGELMILCH B.B., BOHLEN G.M., FIAMANTOPULOS A. (1996), “The link between green purchasing decisions and measures of environmental consciousness”, European Journal of Marketing, vol. 30, n. 5, pp. 35-55.
SCHLEGELMILCH B.B., BOHLEN G.M., DIAMANTOPOULOS A. (1996), “The link between green purchasing decisions and measures of environmental consciousness”, European Journal of Marketing, vol. 30, n. 5, pp. 35-55.
SCIARELLI S. (2005), “L’ampliamento della responsabilità sociale dell’impresa”, Sinergie, n. 67, p. 36-43.
SHAW D., NEWHOLM T. (2002), “Voluntary simplicity and the ethics of consumption”, Psychology and Marketing, vol. 19, n. 2, pp. 167-185.
STEENHAUT S., VAN KENHOVE P. (2006), “An Empirical Investigation of the Relationships among a Consumer's Personal Values, Ethical Ideology and Ethical Beliefs”, Journal of Business Ethics, vol. 64, n. 2, pp. 137-155.
STRAUGHAN R.D., ROBERTS J.A. (1999), “Environmental segmentation alternatives: a look at green consumer behavior in the new millennium”, Journal of Consumer Marketing, vol. 16, n.6, p. 558-575.
STRONG C. (1996), “Features contributing to the growth of ethical consumerism”, Marketing Intelligence and Planning, vol. 14, n. 5, pp. 5-13.
TABACHNICK B.G., FIDELL L.S. (2008), Using multivariate statistics 5th edition, Pearson education, Boston.
UUISATALO O., OKSANEN R. (2004), “Ethical Consumerism: a View from Finland”, International Journal of Consumer Studies, vol. 28, n. 3, pp. 214-222.
VANDERMERWE S., OLIFFE M.D. (1990), “Customers drive corporations green”, Long Range Planning, vol. 23, n. 6, pp. 10-16.
VARUL M.Z., WILSON-KOVACS D. (2008), Fair Trade Consumerism as an Everyday Ethical Practice - A Comparative Perspective, University of Exeter and ESRC.
VITELL S.J. (2003), “Consumer Ethics Research: Review, Synthesis and Suggestions for the Future”, Journal of Business Ethics, vol. 43, n. 1-2, pp. 33-47.
WAGNER A.S. (1997). Understanding Green Consumer Behavior: A Qualitative Cognitive Approach, Routledge, New York.
WEBSTER F.E. (1975), “Determining the characteristics of socially conscious consumer”, Journal of Consumer Research, vol. 2, n. 2, pp. 188-196.
WEST K. (1995), “Ecolabels: the industrialisation of environmental standards”, The Ecologist, vol. 25, n. 1, pp. 16-21.
HUNT S.D., VITELL S. (1986), “A General Theory of Marketing Ethics”, Journal of Macromarketing, vol. 6, n. 1, pp.5-16.
ARNOLD M.J., REYNOLDS K. (2003), “Hedonic Shopping Motivations”, Journal of Retailing, vol. 9, n. 2, pp. 77-95.
BENNET L. (2004), “Branded Political Communication: Lifestyle Politics, Logo Campaigns, and the Rise of Global Citizenship”, Politics, Products, and Markets: Exploring Political Consumersims Past and Present, eds. Micheletti M, Follesdal A., Stolle D. Transaction Publisher: New Brunswick, NJ.
BJØRNER T.B., HANSEN L.G., RUSSELL C.S. (2004), “Environmental labeling and consumers choice - an empirical analysis of the effect of the Nordic Swan”, Journal of Environmental Economics and Management, vol. 47, n. 3, pp. 411-434.
BRODY A.L., MARSH K.S. (1997), In The Wiley Encyclopedia of Packaging Technology, 2nd ed, John Wiley and Sons, New York.
BROWN T., DACIN P. (1997), “The Company and the Product: Corporate Associations and Consumer Product Responses”, Journal of Marketing, vol. 61, n. 1, pp. 68-84.
CARTER C.R., DALE R.S. (2008), “A framework of sustainable supply chain management. moving towards new theory”, International Journal of Physical Distribution and Logistics Management, vol. 38, n. 5, pp. 360-387.
CARUANA R. (2007), “Morality and consumption: towards a multidisciplinary perspective”, Journal of Marketing Management, vol. 23, n. 3-4, pp. 207-225.
CASELLI L. (2005), “La responsabilità sociale dell’impresa tra democrazia e mercato”, Sinergie, n. 67, pp. 46-53.
COHEN J.W. (1988), Statistical Power Analysis for the Behavioral Sciences. 2nd edition, Lawrence Erlbaum Associates: New Jersey.
DE PELSMACKER P., DRIESEN L., RAYP G. (2005), “Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffee”, Journal of Consumer Affairs, vol. 39, n. 2, pp. 363-385.
DE PELSMACKER P., JANSSENS W., STERCKX E., MIELANTS C. (2004), “Consumer preferences for the marketing of ethically labelled coffee”, International Marketing Review, vol. 22, n. 5, pp. 512-530.
DINITTO E. (1989), “Marketing With a Conscience”, Marketing Communications, vol. 14, n. 5, pp. 42-46.
DRUMWRIGHT M.E. (1996), “Company Advertising with a Social Dimension: the Role of Noneconomic Criteria”, Journal of Marketing, vol. 60, n. 4, pp. 71-87.
ENGEL J.F., BLACKWELL R.D. (1982), Consumer Behaviour, The Dryden Press, New York, NY.
FOLLOWS S.B., JOBBER D. (2000), “Environmentally Responsible Purchase Behaviour: A Test of Consumer Model”, European Journal of Marketing, vol. 34, n. 5/6, pp. 723-746.
FULLER D.A. (1999), Sustainable Marketing: Managerial-Ecological Issues, Sage Publications, Thousand Oaks, CA.
GABRIEL Y., LANG T. (1995), The Unmanageable Consumer, Sage, London.
GARRETT D. (1987), “The Effectiveness of Marketing Policy Boycotts: Environmental Opposition to Marketing”, The Journal of Marketing, vol. 51, n. 2, pp. 46-57.
GOLDSMITH E., MANDER J. (1996), The Case Against the Global Economy, Sierra Club: San Francisco.
GORSUCH R.L. (1983), Factor analysis (2nd ed), Lawrence Erlbaum Associates: Hillsdale.
HAIR J., BLACK W., BABIN B., ANDERSO R., AND TATHAM R. (2006), Multivariate data analysis (6th ed.), Pearson Prentice Hall, Uppersaddle River.
HAIR J.F., BLACK W.C. (2000), “Cluster Analysis” in Laurence G. Grimm and Paul R. Yarnold Eds., Reading and Understanding More Multivariate Statistics, American Psychological Association: Washington.
HUNT S.D., VITELL S. (1986), “A general theory of marketing ethics”, Journal of Macromarketing, vol. 6, n. 1, pp. 5-16
ISTAT (2009), Bilancio Demografico 2008, Istat: Roma.
KLOPP P., MCDONALD M. (1981), “Nutrition labels: an exploratory study of consumer reasons for nonuse”, Journal of Consumer Affairs, vol. 15, n. 2, pp. 301-16.
KRIER J.M. (2007), Fair Trade 2007: new facts and figures from an ongoing success story. A report on Fair Trade in 33 consumer countries, Brussels: Fair Trade Advocacy Office.
LOCKE R.M. (2003), “The promise and perils of globalization: The case of Nike”, in Kochan TA, Schmalensee RL Ed., Management: Inventing and delivering its future, pp. 39-70. Cambridge and London: MIT Press.
MALHOTRA N.K. (1996), Marketing Research: An Applied Orientation, 2nd ed, Englewood Cliffs: Prentice-Hall.
MCDONALD S., OATES C., YOUNG C.W., HWANG K. (2006), “Toward sustainable consumption: Researching voluntary simplifiers”, Psychology and Marketing, vol. 23, n. 6, p. 515-534.
MCGREGOR S. (2006), “Understanding consumers moral consciousness”, International Journal of Consumer Studies, vol. 30, n. 2, pp. 164-178.
MEGICKS P., MEMERY J., WILLIAMS J. (2008), “Influences on ethical and socially responsible shopping: evidence from the UK grocery sector”, Journal of Marketing Management, vol. 24, n. 5-6, pp. 637-659.
MENON A., MENON A. (1997), “Enviropreneurial marketing strategy: the emergence of corporate environmentalism as market strategy”, Journal of Marketing, vol. 61, n. 1, pp. 51-67.
MICHELETTI M., FOLLESDAL A., STOLLE D. (2003), Politics, products, and markets: Exploring political consumerism past and present, Transaction Press: New Brunswick, NJ.
MICHELETTI M., STOLLE D. (2005), “The Concept of Political Consumerism”. Youth Activism-An International Encyclopedia, ed. L. R. Sherrod, Greenwood Publishing: Wesatport.
MICHELETTI M., STOLLE D. (2009), “Consumers as Political Actors. in Critical Food Issues: Problems & State-of-the-Art Solutions, eds. Lynn Walter and Laurel E. Phoenix. Westport, Connecticut: Greenwood Publishing Group, pp. 188-214.
MOHR L.A., WEBB D.J., HARRIS K.E. (2001), “Do Consumers Expect Companies to be Socially Responsible? The impact of Corporate Social Responsibility on Buying Behavior”, Journal of Consumer Affairs, vol. 35, n. 1, pp. 45-72.
MOORMAN C., MATULICH E. (1993), “A model of consumers' preventive health behaviour: the role of health motivation and health ability”, Journal Consumer Research, vol. 20, n. 2, pp. 208-228.
NEBENZAHL I.D., JAFFE E.D. AND KAVAK B. (2001), “Consumers’ Punishment and Rewarding Process via Purchasing Behavior”, Teaching Business Ethics, vol. 5, n. 3, p. 283-305.
NEWHOLM T., SHAW D. (2007), “Studying the ethical consumer: a review of research”, Journal of Consumer Behaviour, vol. 6, n. 5, pp. 253-270.
NICHOLLS A.J. (2004), “Fair Trade New Product Development”, Service industries Journal, vol. 24, n. 2, pp. 102-177.
NICHOLLS A.J., LEE N. (2006), “Purchase decision-making in fair trade and the ethical purchase 'gap': 'is there a fair trade twix?”, Journal of Strategic Marketing, vol. 14, n. 4, pp. 369-386.
PAGE G., FEARN H. (2005), “Corporate reputation: What do consumers really care about?”, Journal of Advertising Research, vol. 45, n. 3, pp. 305-313.
PASCUCCI F. (2011), “Responsabilità sociale e questione etica nell’impresa: alcune riflessioni”, Sinergie, n. 86, pp. 133-150.
PEATTIE K. (1995), Environmental Marketing Management: Meeting the Green Challenge, Pitman Publishing Company, London, UK.
PEDRINI M., FERRI L.M., (2014), “Socio-demographical antecedents of responsible consumerism propensity”, International Journal of Consumer Studies, vol. 38, n. 2, pp. 127-138, DOI: 10.1111/ijcs.12074.
PERRINI F., TENCATI A. (2008), “La responsabilità sociale d’impresa: strategia per l’impresa relazionale e innovazione per la sostenibilità”, Sinergie, n. 77, pp. 23-43.
POL L.G. (1986), “Marketing And The Demographic Perspective”, Journal of Consumer Marketing, vol. 3, n. 1, pp. 57-65.
PROTHERO A. (1990), “Green consumerism and the societal marketing concept- marketing strategies for the 1990s”, Journal of Marketing Management, vol. 6, n. 2, pp. 87-103.
PUNJ G.N., STEWART D.W. (1983), “Cluster Analysis in Marketing Research: Review and Suggestions for Application”, Journal of Marketing Research, vol. 20, n. 2, pp. 134-148.
ROBERTS J.A. (1995), “Profiling levels of socially responsible consumer behavior: a cluster analytic approach and its implications for marketing”, Journal of Marketing Theory and Practice, vol. 3, n. 4, pp. 97-117.
ROBERTS J.A. (1996), “Green consumers in the 1990s: profile and implications for advertising”, Journal of Business Research, vol. 36, n. 3, pp. 217-231.
RODE J., HOGARTH R.M., LE MENESTREL M. (2008), “Ethical differentiation and market behaviour: An experimental approach”, Journal of Economic Behaviour and Organization, vol. 66, n. 2, pp. 265-280.
SCHLEGELMILCH B.B., BOHLEN G.M., FIAMANTOPULOS A. (1996), “The link between green purchasing decisions and measures of environmental consciousness”, European Journal of Marketing, vol. 30, n. 5, pp. 35-55.
SCHLEGELMILCH B.B., BOHLEN G.M., DIAMANTOPOULOS A. (1996), “The link between green purchasing decisions and measures of environmental consciousness”, European Journal of Marketing, vol. 30, n. 5, pp. 35-55.
SCIARELLI S. (2005), “L’ampliamento della responsabilità sociale dell’impresa”, Sinergie, n. 67, p. 36-43.
SHAW D., NEWHOLM T. (2002), “Voluntary simplicity and the ethics of consumption”, Psychology and Marketing, vol. 19, n. 2, pp. 167-185.
STEENHAUT S., VAN KENHOVE P. (2006), “An Empirical Investigation of the Relationships among a Consumer's Personal Values, Ethical Ideology and Ethical Beliefs”, Journal of Business Ethics, vol. 64, n. 2, pp. 137-155.
STRAUGHAN R.D., ROBERTS J.A. (1999), “Environmental segmentation alternatives: a look at green consumer behavior in the new millennium”, Journal of Consumer Marketing, vol. 16, n.6, p. 558-575.
STRONG C. (1996), “Features contributing to the growth of ethical consumerism”, Marketing Intelligence and Planning, vol. 14, n. 5, pp. 5-13.
TABACHNICK B.G., FIDELL L.S. (2008), Using multivariate statistics 5th edition, Pearson education, Boston.
UUISATALO O., OKSANEN R. (2004), “Ethical Consumerism: a View from Finland”, International Journal of Consumer Studies, vol. 28, n. 3, pp. 214-222.
VANDERMERWE S., OLIFFE M.D. (1990), “Customers drive corporations green”, Long Range Planning, vol. 23, n. 6, pp. 10-16.
VARUL M.Z., WILSON-KOVACS D. (2008), Fair Trade Consumerism as an Everyday Ethical Practice - A Comparative Perspective, University of Exeter and ESRC.
VITELL S.J. (2003), “Consumer Ethics Research: Review, Synthesis and Suggestions for the Future”, Journal of Business Ethics, vol. 43, n. 1-2, pp. 33-47.
WAGNER A.S. (1997). Understanding Green Consumer Behavior: A Qualitative Cognitive Approach, Routledge, New York.
WEBSTER F.E. (1975), “Determining the characteristics of socially conscious consumer”, Journal of Consumer Research, vol. 2, n. 2, pp. 188-196.
WEST K. (1995), “Ecolabels: the industrialisation of environmental standards”, The Ecologist, vol. 25, n. 1, pp. 16-21.
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2018-10-28
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