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首页> 外文期刊>Journal of consumer policy >Carrotmob as a New Form of Ethical Consumption. The Nature of the Concept and Avenues for Future Research
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Carrotmob as a New Form of Ethical Consumption. The Nature of the Concept and Avenues for Future Research

机译：Carrotmob是一种新的道德消费形式。概念的性质和未来研究的方向

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摘要

A new form of ethical consumption has recently evolved: The carrotmob. As in a flashmob, consumers collectively swarm a specific store and purchase its goods in order to reward corporate socially responsible behaviour. The present paper introduces a conceptional-ization of carrotmobs that takes into account the perspective of the three relevant parties: activists, companies, and consumers. First, the paper considers activists' objectives in initiating such a social movement. It describes how they use guerrilla tactics to foster the participation of companies and consumers. Second, the paper considers the perspective of the target company, stressing the role of corporate social responsibility and describing how companies compete in an auction to become the carrotmob target. Third, the paper highlights the consumer perspective, discussing different views on consumer power and the motivation to participate in a carrotmob. The paper also points out directions for further empirical research for each of these three perspectives.
机译：最近出现了一种新的道德消费形式：胡萝卜。就像在快闪族中一样，消费者集体聚集特定的商店并购买其商品，以奖励企业对社会负责的行为。本文介绍了胡萝卜虫的概念化，并考虑了三个相关方的观点：活动家，公司和消费者。首先，本文考虑了激进主义者发起这种社会运动的目标。它描述了他们如何使用游击战术来促进公司和消费者的参与。其次，本文考虑了目标公司的观点，强调了公司社会责任的作用，并描述了公司如何在拍卖中竞争以成为胡萝卜目标。第三，本文突出了消费者的观点，讨论了关于消费者力量和参与胡萝卜小贩动机的不同观点。本文还指出了针对这三个观点进行进一步实证研究的方向。

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  • 来源
    《Journal of consumer policy》 |2012年第2期|p.215-236|共22页
  • 作者

    Stefan Hoffmann; Katharina Hutter;

  • 作者单位

    Faculty of Business Management and Economics, Department of Marketing,Dresden University of Technology, 01062 Dresden, Germany;

    Faculty of Business Management and Economics, Department of Marketing,Dresden University of Technology, 01062 Dresden, Germany;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    carrotmob; buycott; ethical consumption; flashmob;

    机译：胡萝卜Buycott;道德消费;快闪族;

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