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首页> 外文会议>AMA Summer Educators Conference >DOES IN-STORE MARKETING REDUCE THE ATTITUDE-BEHAVIOR GAP FOR ETHICAL PRODUCTS?
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DOES IN-STORE MARKETING REDUCE THE ATTITUDE-BEHAVIOR GAP FOR ETHICAL PRODUCTS?

机译：店内营销是否会降低道德产品的态度行为差距？

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摘要

The enigma around why positive consumer attitudes toward ethical products do not seem to translate into actual purchase behavior has led many researchers to explore the "ethical attitude - behavior gap." However, till date, the focus of research has been on the underlying reasons behind this ethical gap, whereas the effectiveness of the strategies eliminating these reasons has not been tested empirically. In this paper, the effectiveness of two in-store marketing variables - fair trade labeling as well as temporary price reductions on consumers' purchase behaviors are explored. In order to evaluate their effects compared to demographical, attitudinal or behavioral variables, this study analyses these two factors' interaction with other situational context elements - mainly shopping goals and shopping trip type.
机译：围绕为什么肯定消费者对道德产品的态度似乎并不似乎转化为实际购买行为导致了许多研究人员探讨了“道德态度 - 行为差距”。然而，到目前为止，研究的焦点是这种道德间隙背后的根本原因，而消除这些原因的战略的有效性尚未经验本测试。在本文中，探讨了两家店内营销变量的有效性 - 公平贸易标签以及消费者购买行为的暂时降低价格。为了评估它们的效果与人群，态度或行为变量相比，这项研究分析了与其他情境上下文要素的这两个因素的互动 - 主要是购物目标和购物跳闸类型。

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