Consumer engagement is a key concept that has already been addressed in marketing literature. While several studies have focused on brand engagement little has been done to investigate engagement when considering ethical consumption. The aim of the research was in particular to explore the different types of engagement that ethically minded consumers may adopt especially when they collectivize their behaviors, by adhering a GAS (Gruppo d’Acquisto Solidale – Ethical purchasing group). In order to pursue this aim we decided to adopt a multi-method research approach in investigating the GASs operating in Italy. Two key types of engagement were identified: engagement within the group and engagement towards the producers. Both have implications on how ethical consumption may impact on and transform mainstream market mechanisms. The present study provides also managerial implications about how to engage with ethical consumers, by highlighting the differences with mainstream ones.

Sebastiani, R., Geremia, M., Consumer engagement in ethical purchasing groups, in Andreani, J. C., Collesei, U. (ed.), Proceedings of the 12th International Marketing Trends Conference, ESCP Europe European School of Management, Parigi 2013: 1- 24 [http://hdl.handle.net/10807/67028]

Consumer engagement in ethical purchasing groups

Sebastiani, Roberta;Geremia, Marta
2013

Abstract

Consumer engagement is a key concept that has already been addressed in marketing literature. While several studies have focused on brand engagement little has been done to investigate engagement when considering ethical consumption. The aim of the research was in particular to explore the different types of engagement that ethically minded consumers may adopt especially when they collectivize their behaviors, by adhering a GAS (Gruppo d’Acquisto Solidale – Ethical purchasing group). In order to pursue this aim we decided to adopt a multi-method research approach in investigating the GASs operating in Italy. Two key types of engagement were identified: engagement within the group and engagement towards the producers. Both have implications on how ethical consumption may impact on and transform mainstream market mechanisms. The present study provides also managerial implications about how to engage with ethical consumers, by highlighting the differences with mainstream ones.
Inglese
Proceedings of the 12th International Marketing Trends Conference
9782953281156
Sebastiani, R., Geremia, M., Consumer engagement in ethical purchasing groups, in Andreani, J. C., Collesei, U. (ed.), Proceedings of the 12th International Marketing Trends Conference, ESCP Europe European School of Management, Parigi 2013: 1- 24 [http://hdl.handle.net/10807/67028]
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/67028
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact