Unfolding a Product’s Ethical Bundle

Authors: Theofilou, A. and Vassilikopoulou, A.

Conference: Academy of Marketing 2010 Conference

Dates: 6-8 July 2010

Abstract:

The aim of the current paper is to examine the relative importance and trade-offs of the attributes that compose an ethical product as perceived by consumers. Conjoint analysis results reveal that supporting a philanthropic cause, the lack of minors in the production process and recycled materials are the features of the ethical product that present increased utility. Marketers could use such results in order maximise average utility of the ethical product given the cost constraint of its attributes.

https://eprints.bournemouth.ac.uk/16574/

http://www.academyofmarketing.org/index.php?option=com_content&view=article&id=91&Itemid=106

Source: Manual

Preferred by: Anastasios Theofilou