Fast or sustainable fashion? The intersection of values and gender as triggers of consumer motivation
Publikation: Beiträge in Sammelwerken › Abstracts in Konferenzbänden › Forschung
Authors
In this study, we aim to establish the relevance of gender sensitive
research in the field of sustainable consumption in general and sustainable clothing consumption in particular. We point out a new research perspective by examining the correlation of gender and values in the context of sustainable consumption. The main focus is on the values and motives held by women and men which influence their sustainable consumption behavior. To identify these value orientations, their characteristics and influence on sustainable consumption, focus group discussions will be conducted centered on the question whether differences between women’s and men’s value orientations can be detected. Organizations and corporations in the sustainable clothing sector can find essential information in the results that support them in adapting their marketing activities to a segregated target group.
research in the field of sustainable consumption in general and sustainable clothing consumption in particular. We point out a new research perspective by examining the correlation of gender and values in the context of sustainable consumption. The main focus is on the values and motives held by women and men which influence their sustainable consumption behavior. To identify these value orientations, their characteristics and influence on sustainable consumption, focus group discussions will be conducted centered on the question whether differences between women’s and men’s value orientations can be detected. Organizations and corporations in the sustainable clothing sector can find essential information in the results that support them in adapting their marketing activities to a segregated target group.
| Originalsprache | Englisch |
|---|---|
| Titel | EMAC 2017 Conference Proceedings : 46th EMAC Annual Conference |
| Anzahl der Seiten | 1 |
| Verlag | European Marketing Academy |
| Erscheinungsdatum | 2017 |
| Seiten | 33 |
| ISBN (elektronisch) | 978-90-367-9912-6 |
| Publikationsstatus | Erschienen - 2017 |
| Veranstaltung | 46th Annual Conference of the European Marketing Academy - EMAC 2017 - University of Groningen, Groningen, Niederlande Dauer: 23.05.2017 → 26.05.2017 Konferenznummer: 46 http://www.conference.city/conference.php?e_id=154456 |
- Betriebswirtschaftslehre - sustainable consumption, value differentiation, gender marketing
Fachgebiete
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Fast or sustainable fashion? - The intersection of values and gender as triggers of consumer motivation
Aktivität: Vorträge und Gastvorlesungen › Präsentationen (Poster ua.) › Forschung