IN SEARCH OF THE ETHICAL CONSUMER
In developed markets a growing number of consumers expect businessorganisations to take responsibility for their impact on society as a whole. Thisresearch investigated the applicability of these first world concerns to SouthAfrican consumers.A statically significant sample of 171 respondents was asked to define the termethical consumerism and to identify the ethical issues that they consideredwhen evaluating which organisations to buy from and which to boycott.The qualitative data was subjected to content and cluster analysis, to determineif certain types of respondents share clearly identifiable concerns and if it ispossible to segment the market into definite market segments. Chi-squaredgoodness of fit tests were used to determine if any demographic variables havestrong correlations to these market segments.The research found clear evidence of an ethical market and that marketers areable to segment this ethical market into segments of sets of ethical concerns.Income, gender, province can be used as demographic segmentation tools toreach these segments.The relevance to marketers is that companies who adopt ethical initiatives mayhave market advantage over those who do not
Year of publication: |
2011-06-15
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Authors: | Sohn, Michele Esther Delis |
Subject: | Ethics | Consumer behaviour |
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