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Konsumverhalten. Was motiviert zum Kauf nachhaltiger Lebensmittel? by Balzer, Noel

Konsumverhalten. Was motiviert zum Kauf nachhaltiger Lebensmittel?

by Noel Balzer
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Book cover type: Paperback
  • ISBN13: 9783346143723
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 196
  • Original Price: USD 56.5
  • Language: German
  • Edition: N/A
  • Item Weight: 264 grams
  • BISAC Subject(s): Applied Psychology

Masterarbeit aus dem Jahr 2019 im Fachbereich Psychologie - Medienpsychologie, Note: 1,0, BSP Business School Berlin (ehem. Potsdam), Sprache: Deutsch, Abstract: Die vorliegende Arbeit beleuchtet die Motive zum Kauf von Lebensmitteln in Deutschland, die mit Nachhaltigkeitsmerkmalen kommuniziert werden. Als Ergänzung zu der umfangreichen quantitativen Forschung in diesem Bereich, wurden zur intensiveren Erforschung Einzelinterviews geführt. Damit die Motive der LOHAS auch im Zusammenhang mit dem Kaufentscheidungsprozess verstanden werden, dient das Stimulus-Organism-Response Modell als Leitrahmen der Untersuchung. Nach der Aufzeichnung und Transkription der Interviews, konnten verschiedene neue Motive herausgefiltert werden. Demnach geht es beim Kauf nachhaltiger Lebensmittel nicht immer nur um die offensichtlichen Beweggründe wie Umweltschutz oder soziale Gerechtigkeit, sondern auch um Selbstdarstellung, das eigene Wohlbefinden oder den Wunsch nach gesellschaftlicher Einflussnahme.

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