Individual values and motivational complexities in ethical clothing consumption: A means-end approach
By Thomas Jägel, K. Keeling, Alexander E. Reppel, Thorsten Gruber. 2012
179 citations recorded by the source corpus.
Abstract With the expansion of ethical consumption, there is an increased need to understand the variety of consumer motives for consumer engagement in such behaviour. For the rapidly growing area of ethical clothing, this study explores consumers' desired consumption outcomes and personal values that drive ethical product preferences. Analysis of data obtained through a semi-qualitative laddering approach (n = 98 ethical clothing consumers) reveals five dominant perceptual patterns relating not only to environmental and altruist ethical concerns, but also more individual motives of value for money, personal image, and well-being. Further analysis shows that consumers have to compromise and balance between their conflicting end-goals. The study augments previous findings in ethical clothing research, as researchers can better understand how specific attributes of products relate to the emotional and symbolic aspects and link back to consumer values. Though limited in scope by its exploratory character, the study contributes towards a deeper understanding of ethical consumer behaviour. Implications for theory practice and further research are discussed.
Subfields: Marketing, Plant Science, Social Psychology
View Paper: https://www.semanticscholar.org/paper/2270560eeec6a357ce86bb9b9ed03726aa58aa33
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
Citations in the corpus
- Towards Building Sustainable Consumption: A Study of Second-Hand Buying Intentions (2020, background): “The former includes elements such as: creating somebody’s self-image on authenticity, quality, brand and westerness [35], the expression of moral identity [36], culturally perceived values [37], functional values [38], economic values [39], materialism, which means that people can buy more for less ”
- Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis (2020, background): “Furthermore, clothing purchases have often been found to be driven by emotional rather than rational motives [53,54].”