From green to ethical consumers: What should you change in your advertisement to motivate them to buy ethical products?

Karsaklian, E; Fee, A

From green to ethical consumers: What should you change in your advertisement to motivate them to buy ethical products?

Karsaklian, E Fee, A

Permalink

Publisher:: ANZAM
Publication Type:: Conference Proceeding
Citation:: Proceedings of the 28th ANZAM Confernece 3-5 December 2014 UTS Sydney, 2014
Issue Date:: 2014-12

Open Access

Copyright Clearance Process

Recently Added
In Progress
Open Access

This item is open access.

Adobe PDF

Download Published versionAdobe PDF (619.15 kB)

View statistics

Full metadata record

Field	Value	Language
dc.contributor.author	Karsaklian, E	en_US
dc.contributor.author	Fee, A https://orcid.org/0000-0003-0598-0776	en_US
dc.date	2014-12-03	en_US
dc.date.issued	2014-12	en_US
dc.identifier.citation	Proceedings of the 28th ANZAM Confernece 3-5 December 2014 UTS Sydney, 2014	en_US
dc.identifier.isbn	978-0-9875968-4-0	en_US
dc.identifier.uri	http://hdl.handle.net/10453/34186
dc.description.abstract	This article introduces a two-dimensional model that aims to capture the complexity of motives of contemporary ethical consumers. The framework identifies four broad motivations for ethical consumption: Self-actualization, Hedonic, Conformity and Self-Orientation. To illustrate how the framework may be used, we present the results of two exploratory studies; the first examining the motivations of self-identifying ethical consumers (173 consumers from 27 nationalities), and the second analysing the primary motivating message of a set of 23 advertisements for ethical products from eight different countries. Our results indicate that while all four categories of motivation are salient to consumers, advertisers in our sample tended to focus their message on only one category of motivations (selfactualization).	en_US
dc.publisher	ANZAM	en_US
dc.relation.ispartof	Proceedings of the 28th ANZAM Confernece 3-5 December 2014 UTS Sydney	en_US
dc.relation.ispartof	Australian and New Zealand Academy of Management Conference	en_US
dc.title	From green to ethical consumers: What should you change in your advertisement to motivate them to buy ethical products?	en_US
dc.type	Conference Proceeding
utslib.location.activity	University of Technology Sydney	en_US
utslib.for	1503 Business and Management	en_US
dc.location.activity	University of Technology Sydney
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Management Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.finish-date	2014-12-05	en_US
pubs.publication-status	Published	en_US
pubs.start-date	2014-12-03	en_US

Abstract:

This article introduces a two-dimensional model that aims to capture the complexity of motives of contemporary ethical consumers. The framework identifies four broad motivations for ethical consumption: Self-actualization, Hedonic, Conformity and Self-Orientation. To illustrate how the framework may be used, we present the results of two exploratory studies; the first examining the motivations of self-identifying ethical consumers (173 consumers from 27 nationalities), and the second analysing the primary motivating message of a set of 23 advertisements for ethical products from eight different countries. Our results indicate that while all four categories of motivation are salient to consumers, advertisers in our sample tended to focus their message on only one category of motivations (selfactualization).

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/34186