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Unveiling ethical product features: The importance of an elaborated information presentation

Osburg, Victoria-Sophie; Strack, Micha; Conroy, Denise M.; Toporowski, Waldemar

Authors

Victoria-Sophie Osburg

Micha Strack

Denise M. Conroy

Waldemar Toporowski

Abstract

© 2017 Elsevier Ltd Despite growing consumer awareness of ethical consumption, market sales are not growing accordingly. Because the presentation of appropriate ethical product information may influence consumers to choose ethical products, this paper analyses the requirements necessary for the successful communication of ethical product features. Based on McGuire's (1976) information-processing model, and a review of current literature, the information's comprehensibility, meaningfulness, and credibility are investigated in an online survey of US American citizens (n = 595) for two product categories representing Fast Moving Consumer Goods, and durable goods. A generalized mixed logit model revealed that all three communication factors affect consumers' choices. The more concerns about, or expertise in, organic production and fair trade purchase the consumers expressed, the less important their price sensibility and the more they preferred a comprehensive addendum and credible sources (e.g., government certificate or traceability). The results strongly suggest that advertisers and marketers can customize product communications in order to better engage both the mass market, and ethically oriented consumers.

Journal Article Type Article
Publication Date Sep 20, 2017
Journal Journal of cleaner production
Print ISSN 0959-6526
Electronic ISSN 1879-1786
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 162
Pages 1582-1591
Institution Citation Osburg, V., Strack, M., Conroy, D. M., & Toporowski, W. (2017). Unveiling ethical product features: The importance of an elaborated information presentation. Journal of cleaner production, 162, 1582-1591. https://doi.org/10.1016/j.jclepro.2017.06.112
DOI https://doi.org/10.1016/j.jclepro.2017.06.112
Keywords Ethical consumption, Message framing, Comprehensibility, Meaningfulness, Credibility, Price sensibility
Publisher URL http://www.sciencedirect.com/science/article/pii/S0959652617312830
Copyright Statement © 2018. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
Additional Information This article is maintained by: Elsevier; Article Title: Unveiling ethical product features: The importance of an elaborated information presentation; Journal Title: Journal of Cleaner Production; CrossRef DOI link to publisher maintained version: http://dx.doi.org/10.1016/j.jclepro.2017.06.112; Content Type: article; Copyright: © 2017 Elsevier Ltd. All rights reserved.

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Copyright Statement
© 2018. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/




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