Individual Values and Motivational Complexities in Ethical Clothing Consumption_JMM.pdf (296.04 kB)
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Individual values and motivational complexities in ethical clothing consumption: a means-end approach

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journal contribution
posted on 11.03.2013, 11:09 by Thomas Jaegel, Kathy Keeling, Alexander E. Reppel, Thorsten GruberThorsten Gruber
With the expansion of ethical consumption, there is an increased need to understand the variety of consumer motives for consumer engagement in such behaviour. For the rapidly growing area of ethical clothing, this study explores consumers' desired consumption outcomes and personal values that drive ethical product preferences. Analysis of data obtained through a semi-qualitative laddering approach (n = 98 ethical clothing consumers) reveals five dominant perceptual patterns relating not only to environmental and altruist ethical concerns, but also more individual motives of value for money, personal image, and well-being. Further analysis shows that consumers have to compromise and balance between their conflicting end-goals. The study augments previous findings in ethical clothing research, as researchers can better understand how specific attributes of products relate to the emotional and symbolic aspects and link back to consumer values. Though limited in scope by its exploratory character, the study contributes towards a deeper understanding of ethical consumer behaviour. Implications for theory practice and further research are discussed.

History

School

  • Business and Economics

Department

  • Business

Citation

JÄGEL, T. ... et al., 2012. Individual values and motivational complexities in ethical clothing consumption: a means-end approach. Journal of Marketing Management, 28 (3-4), pp.373-396.

Publisher

Taylor & Francis / © Westburn Publishers Ltd.

Version

AM (Accepted Manuscript)

Publication date

2012

Notes

This article was accepted for publication in the Journal of Marketing Management [Taylor & Francis © Westburn Publishers Ltd.] and the definitive version is available at: http://dx.doi.org/10.1080/0267257X.2012.659280

ISSN

0267-257X

Language

en