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Konsumentenseitiger Widerstand gegen nachhaltige Lebensweisen by Schöllhorn, Niklas

Konsumentenseitiger Widerstand gegen nachhaltige Lebensweisen

by Niklas Schöllhorn
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Book cover type: Paperback
  • ISBN13: 9783346032843
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 78
  • Original Price: USD 60.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 114 grams
  • BISAC Subject(s): Marketing / General

Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Friedrich-Schiller-Universität Jena, Sprache: Deutsch, Abstract: Das Ziel der vorliegenden Arbeit ist es, Gründe für den konsumentenseitigen Widerstand gegen nachhaltige Lebensweisen darzustellen. Dies wird anhand des aktuellen Standes der Forschung durchgeführt. Zunächst werden in der Arbeit theoretische Grundlagen gebildet, die zum Verständnis der Arbeit beitragen. Die darauffolgenden Ergebnisse der Analyse des aktuellen Forschungsstands werden in die drei Determinanten individuelle, soziale und situative Einflüsse unterteilt. Individuelle Determinanten eines Konsumenten beinhalten Emotionen, Motivation, Einstellungen und demographische Merkmale. Soziale Einflüsse sind durch das nahe und weite soziale Umfeld eines Konsumenten sowie die vorherrschende Kultur gekennzeichnet. Zuletzt sind situative Determinanten dem Einfluss von Unternehmen, wie z.B. Produktinformationen oder der Corporate Social Responsibility, unterstellt. Die vorliegende Arbeit zeigt, dass besonders individuelle und situative Einflüsse das nachhaltige Verhalten eines Konsumenten steigern können, was folglich den Widerstand gegen Nachhaltigkeit senkt. Soziale Einflüsse sind bisher eher unerforscht und es bedarf dahingehend zusätzlichen Forschungsbedarfs. Die Absicht dieser Arbeit ist es generell, dem Leser einen Einblick über das Forschungsfeld des konsumentenseitigen Widerstands zu bieten und anhand des aktuellen Forschungsstandes zu erklären, aufgrund welcher Determinanten ein Konsument sich gegen nachhaltige Lebensweisen stellt.

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