Understanding ethical grocery shoppers
Understanding ethical grocery shoppers
The growing importance of ethical shopping motives offers a major advantage to retailers who understand their significance in store choice decisions compared with other conventional store image influences, particularly with regard to any variations that exist between different shopper types. This study uses an exploratory two-phase integrative qualitative and quantitative research design to identify a preliminary classification of ethical shopper types. Three ethical and three store image factors emerge as relevant to the decision-making of ethical shoppers through the development of appropriate scales. Building from these factors, subsequent cluster analysis defines four distinct ethical shopper types: demanders, mavens, dissenters, and apathetics. The degree of emphasis given to ethical and other store choice factors exemplify differences among these segments. The article discusses the utility of the resultant classification in terms of research and retail strategy including opportunities for targeting through adjustment of the retail offer.
1283-1289
Memery, Juliet
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Megicks, Philip
5330ca01-abb8-4e41-b079-07c1e7656336
Angell, Robert
ca8389e4-2a83-43a8-b331-c262eda37674
Williams, Jasmine
c7850c67-aa27-4204-920f-d09e8a592264
1 September 2012
Memery, Juliet
a734de3a-f12d-4394-bfe1-911c4ea30a04
Megicks, Philip
5330ca01-abb8-4e41-b079-07c1e7656336
Angell, Robert
ca8389e4-2a83-43a8-b331-c262eda37674
Williams, Jasmine
c7850c67-aa27-4204-920f-d09e8a592264
Memery, Juliet, Megicks, Philip, Angell, Robert and Williams, Jasmine
(2012)
Understanding ethical grocery shoppers.
Journal of Business Research, 65 (9), .
(doi:10.1016/j.jbusres.2011.10.042).
Abstract
The growing importance of ethical shopping motives offers a major advantage to retailers who understand their significance in store choice decisions compared with other conventional store image influences, particularly with regard to any variations that exist between different shopper types. This study uses an exploratory two-phase integrative qualitative and quantitative research design to identify a preliminary classification of ethical shopper types. Three ethical and three store image factors emerge as relevant to the decision-making of ethical shoppers through the development of appropriate scales. Building from these factors, subsequent cluster analysis defines four distinct ethical shopper types: demanders, mavens, dissenters, and apathetics. The degree of emphasis given to ethical and other store choice factors exemplify differences among these segments. The article discusses the utility of the resultant classification in terms of research and retail strategy including opportunities for targeting through adjustment of the retail offer.
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Accepted/In Press date: 1 October 2011
e-pub ahead of print date: 26 November 2011
Published date: 1 September 2012
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Local EPrints ID: 426012
URI: http://eprints.soton.ac.uk/id/eprint/426012
ISSN: 0148-2963
PURE UUID: 47fe7e15-c703-489d-83b9-6683a2b7d8cb
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Date deposited: 09 Nov 2018 17:30
Last modified: 16 Mar 2024 04:42
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Author:
Juliet Memery
Author:
Jasmine Williams
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