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Titel
The influence of social interactions on consumers intentions to buy fairtrade products : a symbolic interactionist role theory perspective / submitted by Verena Wutzler
VerfasserWutzler, Verena
Betreuer / BetreuerinnenPlank, Andreas Josef
ErschienenInnsbruck, May 2018
UmfangXXIV, 56 Blätter : Illustrationen
HochschulschriftUniversität Innsbruck, Masterarbeit, 2018
Datum der AbgabeMai 2018
SpracheEnglisch
DokumenttypMasterarbeit
Schlagwörter (DE)Masterarbeit / Symbolic Interactionism / Role Theory / Symbolic Interactionist Role Theory / Qualitative Studie / Ethischer Konsum / Fairtrade
Schlagwörter (EN)Master Thesis / Symbolic Interactionism / Role Theory / Symbolic Interactionist Role Theory / Qualitative Study / Ethical Consumption / Fairtrade
Schlagwörter (GND)Fairer Handel / Verbraucherverhalten / Motivation / Interaktion / Symbolischer Interaktionismus / Rollentheorie
URNurn:nbn:at:at-ubi:1-21358 Persistent Identifier (URN)
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 Das Werk ist frei verfügbar
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The influence of social interactions on consumers intentions to buy fairtrade products [0.89 mb]
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Zusammenfassung (Englisch)

Prior research has emphasized remarkable differences between consumers intentions to consume ethically, and their actual purchasing behavior. The present master thesis applies a symbolic interactionist approach to contribute to the explanation of this gap. Therefore, the thesis examines the influence of social interactions on consumers intentions towards Fairtrade purchase. To generate a deeper insight into consumers social experiences, 11 semi-standardized interviews were conducted. Analysis of these interviews accents several influences on consumers Fairtrade purchasing behavior such as social drivers, additional drivers, social barriers and additional barriers. The results demonstrate that Fairtrade consumers are positively influenced by social interactions. Furthermore, the findings reveal that role expectations motivate consumers to purchase Fairtrade products. However, the findings imply that societal norms can also create barriers hindering ethical consumers to purchase Fairtrade products. In particular, this thesis suggests social confirmation as a moderator on ethical intention and behavior. In summary, the study provides new knowledge on influences on consumers intentions to consume ethically, with strong implications for practitioners to improve Fairtrade businesses influence on consumer purchasing decisions.

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