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Einstellungs-Verhaltens-Inkonsistenz am Beispiel umweltorientierten Kaufverhaltens: Eine empirische Untersuchung by Treber, Wolfgang

Einstellungs-Verhaltens-Inkonsistenz am Beispiel umweltorientierten Kaufverhaltens: Eine empirische Untersuchung

by Wolfgang Treber
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Book cover type: Paperback
  • ISBN13: 9783838616971
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 124
  • Original Price: GBP 74.9
  • Language: German
  • Edition: N/A
  • Item Weight: 173 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Einleitung: Die ökologische (Selbst-) Zerstörung unserer Industriegesellschaft ist nach der Überzeugung zahlreicher Wissenschaftler nur dann zu verhindern, wenn sowohl Unternehmen, als auch Konsumenten im Rahmen ihrer Produktions- bzw. Konsumprozesse einen eigenständigen Beitrag zum Schutz der natürlichen Umwelt leisten. Dieser ökologischen Herausforderung haben sich in den vergangenen Jahren zunehmend mehr Unternehmen (z.B. aus der Reinigungsmittelbranche) durch die Herstellung umweltorientierter (umweltfreundlicher) Produkte gestellt. Zweifellos resultiert diese unternehmerische Neuorientierung neben gestiegenem Problembewu tsein sowie umweltpolitisch und gesellschaftlich artikulierten Forderungen auch aus der Hoffnung, Kundenbedürfnisse zu befriedigen und neue Markt- und Wettbewerbschancen zu erlangen. Diese Hoffnung wurde und wird durch die Ergebnisse vielfältiger Bevölkerungsumfragen (in Deutschland) genährt, die übereinstimmend eine zunehmende Verbrauchersensibilisierung für Umweltprobleme und deren Lösungen ausweisen. Als Indikator dieser Sensibilisierung fungiert in zahlreichen Untersuchungen das "Umweltbewu tsein" des Einzelnen, das der Autor dieser Arbeit, späteren Begriffserörterungen vorgreifend, als (positive) "Einstellung" zur natürlichen Umwelt versteht. Gemä der empirischen Befunde sind Ende der 90er Jahre ca. 60 % der deutschen Bevölkerung "umweltbewu t", was den unternehmerischen Glauben an ein positives Konsumklima für umweltorientierte Produkte zu bestätigen scheint. Doch diese Erhebungsdaten spiegeln sich leider selten in den tatsächlichen Absatzzahlen wider, weshalb in einigen themenbezogenen Veröffentlichungen der Begriff "Verhaltenslücke" kursiert mit dem die Autoren die Divergenz zwischen der inneren, psychischen Determinante "Umweltbewu tsein" und umweltorientiertem Kaufverhalten als äu erer, manifester Verhaltensweise beschreiben. Durch die zuvor beschriebene Divergenz, die sich im häufigen "Nichtkauf" umweltorientierte

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