Belief in a JustWorld Consumer Intentions and Behaviors Toward Ethical Products参考.ppt

Belief in a JustWorld Consumer Intentions and Behaviors Toward Ethical Products参考.ppt

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Belief in a JustWorld Consumer Intentions and Behaviors Toward Ethical Products参考

Belief in a Just World: Consumer Intentions and Behaviors Toward Ethical Products Katherine White, Rhiannon MacDonnell, John H. Ellard Journal of Marketing Vol. 76 (January 2012), 103–118 Introduction Introduction Just world——公平世界 Fair trade——is an organized social movement and market-based approach that aims to help producers in developing countries to make better trading conditions and promote sustainability。 公平贸易——为一种永续发展及减轻贫穷的策略,它的目标是为那些经济上弱势或在传统贸易系统中被边缘化的生产者创造机会。 Introduction Contents 3.Study 4.General Discussion 5.Contributions 6.Actionable Recommendations 7.Future Directions of Research 2.Literature Review 1.Theme and Purpose Theme and Purpose 意义:文章主要通过实验的方法来研究影响消费者选择公平贸易产品的相关因素,包括调节因素以及中介因素。通过对这些因素如何影响消费者行为决策的研究,对营销者作出启示,在销售公平贸易产品的时候该如何处理相关因素,以达到营销目标。 主题:本文主要介绍了公平世界理论(Just world),以及在公平世界理论大环境下消费者购买公平贸易产品的意愿。 Literature Review(1) 1、Fair trade Fair trade is a social movement that aims to set fair prices for products, alleviate poverty, and assist producers marginalized by the traditional economic model (De Pelsmacker and Janssens 2007; Raynolds 2000). 2、Just-world theory Just-world theory proposes that people have a need to believe that the world is a just place where people receive the rewards and/or punishments they deserve, a tendency that Lerner and colleagues refer to as belief in a just world. Literature Review(2) 3、Believe Just World (BJW) According to the authors, the need to believe in a just world is adaptive because it enables people to view the world as stable and orderly, something necessary for commitment to long-term goals and day-to-day functioning. Prior research suggests that when BJW is threatened, people will employ several strategies to reduce this threat(see Hafer and Bègue 2005; Lerner 1980). Literature Review (3) 4、Willingness to purchase fair-trade products Marketing efforts that emphasize a high degree of victim(High need) need should threaten just-world views because exposure to the undeserved suffering of others challenges such

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