Fast or sustainable fashion? The intersection of values and gender as triggers of consumer motivation
Publikation: Beiträge in Sammelwerken › Abstracts in Konferenzbänden › Forschung
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Fast or sustainable fashion? The intersection of values and gender as triggers of consumer motivation. / Niehuis, Elena; Wallaschkowski, Stephan ; Bekmeier-Feuerhahn, Sigrid.
EMAC 2017 Conference Proceedings: 46th EMAC Annual Conference. European Marketing Academy, 2017. S. 33.Publikation: Beiträge in Sammelwerken › Abstracts in Konferenzbänden › Forschung
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RIS
TY - CHAP
T1 - Fast or sustainable fashion?
T2 - 46th Annual Conference of the European Marketing Academy - EMAC 2017
AU - Niehuis, Elena
AU - Wallaschkowski, Stephan
AU - Bekmeier-Feuerhahn, Sigrid
N1 - Conference code: 46
PY - 2017
Y1 - 2017
N2 - In this study, we aim to establish the relevance of gender sensitiveresearch 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.
AB - In this study, we aim to establish the relevance of gender sensitiveresearch 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.
KW - Management studies
KW - sustainable consumption
KW - value differentiation
KW - gender marketing
KW - Sustainable Consumption
KW - Value Differentiation
KW - Gender Marketing
M3 - Published abstract in conference proceedings
SP - 33
BT - EMAC 2017 Conference Proceedings
PB - European Marketing Academy
Y2 - 23 May 2017 through 26 May 2017
ER -