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Motivation und Motivierbarkeit von Konsumenten für den Kauf von umweltfreundliche(re)n Produkten by Bert, Carola

Motivation und Motivierbarkeit von Konsumenten für den Kauf von umweltfreundliche(re)n Produkten

by Carola Bert
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Book cover type: Paperback
  • ISBN13: 9783838634968
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 116
  • Original Price: GBP 71.9
  • Language: German
  • Edition: N/A
  • Item Weight: 159 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Einleitung: Fast täglich wird die Bevölkerung mit Meldungen über Umweltverschmutzung und -zerstörung konfrontiert. Diese Mitteilungen betreffen ein sehr wertvolles Gut, das für jeden von existentieller Wichtigkeit ist. Politik und Umweltverbände schreiben dem Verbraucher eine wichtige Rolle bei der Erhaltung der Natur zu; er kann schlie lich durch sein Handeln (unter anderem durch den Kauf von umweltfreundliche(re)n Produkten) aktiv daran mitwirken. Obwohl die Bevölkerung zunehmend für die Umweltprobleme und deren Lösungen sensibilisiert ist, drückt sich dieses Bewu tsein nicht vollständig im Verhalten aus. Scheinbar wirken noch andere Beweggründe als der der Umwelterhaltung auf das umweltbewu te Kauf- und Konsumverhalten ein. Wollen Unternehmen diese Lücke in ihrem Sinne durch Marketing-Aktivitäten schlie en, ist für sie die Kenntnis dieser Beweggründe unabdingbar. Hier setzt die Motivationsforschung an. Mit ihrer Hilfe wird in dieser Arbeit der Frage nachgegangen, woran es liegt, da der Kauf von umweltfreundliche(re)n Produkten noch nicht in allen Bevölkerungsschichten konsequent umgesetzt wird. Vor diesem Hintergrund werden in dieser Arbeit drei Fragen behandelt: - Welche Gründe können Konsumenten dazu veranlassen, umweltfreundliche(re) Produkte zu kaufen bzw. nicht zu kaufen? - Wie sieht die tatsächliche Motivation des Kaufs von umweltfreundliche(re)n Produkten aus, das hei t, welche Gründe lösen den Kauf von umweltfreundliche(re)n Produkten aus bzw. verhindern den Kauf? - Durch welches Marketing-Instrumentarium kann man die Umstellung des Kaufs herkömmlicher Produkte hin zu umweltfreundliche(re)n Varianten fördern? Gang der Untersuchung: Zu Beginn dieser Arbeit werden die Begriffe 'Motiv und Motivation' sowie 'Umweltfreundliche(re) Produkte' gekennzeichnet und zum umweltbewu ten Kaufverhalten in Beziehung gesetzt. Im Abschnitt B. erfolgt die Darstellung des theoretischen Bezugsrahmens. In der Literatur existieren neben Beiträgen, die das U

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