Datum
2015Metadata
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Aufsatz
Artikel (Publikationen im Open Access gefördert durch die UB)
Information needs for a purchase of fairtrade coffee
Zusammenfassung
This research investigates what information German Fairtrade coffee consumers search for during pre-purchase information seeking and to what extent information is retrieved. Furthermore, the sequence of the information search as well as the degree of cognitive involvement is highlighted. The role of labeling, the importance of additional ethical information and its quality in terms of concreteness as well as the importance of product price and organic origin are addressed. A set of information relevant to Fairtrade consumers was tested by means of the Information Display Matrix (IDM) method with 389 Fairtrade consumers. Results show that prior to purchase, information on product packages plays an important role and is retrieved rather extensively, but search strategies that reduce the information processing effort are applied as well. Furthermore, general information is preferred over specific information. Results of two regression analyses indicate that purchase decisions are related to search behavior variables rather than to socio-demographic variables and purchase motives. In order to match product information with consumers’ needs, marketers should offer information that is reduced to the central aspects of Fairtrade.
Zitierform
In: Sustainability. - Basel : MDPI, 2015, 7, 5944-5962Förderhinweis
Gefördert durch den Publikationsfonds der Universität KasselSammlung(en)
Publikationen (Fachgebiet Agrar- und Lebensmittelmarketing)Artikel (Publikationen im Open Access gefördert durch die UB)
Zitieren
@article{urn:nbn:de:hebis:34-2015063048606,
author={Schleenbecker, Rosa and Hamm, Ulrich},
title={Information needs for a purchase of fairtrade coffee},
year={2015}
}
0500 Oax 0501 Text $btxt$2rdacontent 0502 Computermedien $bc$2rdacarrier 1100 2015$n2015 1500 1/eng 2050 ##0##urn:nbn:de:hebis:34-2015063048606 3000 Schleenbecker, Rosa 3010 Hamm, Ulrich 4000 Information needs for a purchase of fairtrade coffee / Schleenbecker, Rosa 4030 4060 Online-Ressource 4085 ##0##=u http://nbn-resolving.de/urn:nbn:de:hebis:34-2015063048606=x R 4204 \$dAufsatz 4170 7136 ##0##urn:nbn:de:hebis:34-2015063048606
2015-06-30T09:34:18Z 2015-06-30T09:34:18Z 2015 2071-1050 urn:nbn:de:hebis:34-2015063048606 http://hdl.handle.net/123456789/2015063048606 Gefördert durch den Publikationsfonds der Universität Kassel eng Urheberrechtlich geschützt https://rightsstatements.org/page/InC/1.0/ 380 630 Information needs for a purchase of fairtrade coffee Aufsatz This research investigates what information German Fairtrade coffee consumers search for during pre-purchase information seeking and to what extent information is retrieved. Furthermore, the sequence of the information search as well as the degree of cognitive involvement is highlighted. The role of labeling, the importance of additional ethical information and its quality in terms of concreteness as well as the importance of product price and organic origin are addressed. A set of information relevant to Fairtrade consumers was tested by means of the Information Display Matrix (IDM) method with 389 Fairtrade consumers. Results show that prior to purchase, information on product packages plays an important role and is retrieved rather extensively, but search strategies that reduce the information processing effort are applied as well. Furthermore, general information is preferred over specific information. Results of two regression analyses indicate that purchase decisions are related to search behavior variables rather than to socio-demographic variables and purchase motives. In order to match product information with consumers’ needs, marketers should offer information that is reduced to the central aspects of Fairtrade. open access In: Sustainability. - Basel : MDPI, 2015, 7, 5944-5962 Schleenbecker, Rosa Hamm, Ulrich doi:10.3390/su7055944
Die folgenden Lizenzbestimmungen sind mit dieser Ressource verbunden:
:Urheberrechtlich geschützt