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Title: Individual values and motivational complexities in ethical clothing consumption: a means-end approach
Authors: Jaegel, Thomas
Keeling, Kathy
Reppel, Alexander E.
Gruber, Thorsten
Keywords: Ethical clothing
Means-end approach
Ethical consumption
Personal values
Issue Date: 2012
Publisher: Taylor & Francis / © Westburn Publishers Ltd.
Citation: JÄGEL, T. ... et al., 2012. Individual values and motivational complexities in ethical clothing consumption: a means-end approach. Journal of Marketing Management, 28 (3-4), pp.373-396.
Abstract: With the expansion of ethical consumption, there is an increased need to understand the variety of consumer motives for consumer engagement in such behaviour. For the rapidly growing area of ethical clothing, this study explores consumers' desired consumption outcomes and personal values that drive ethical product preferences. Analysis of data obtained through a semi-qualitative laddering approach (n = 98 ethical clothing consumers) reveals five dominant perceptual patterns relating not only to environmental and altruist ethical concerns, but also more individual motives of value for money, personal image, and well-being. Further analysis shows that consumers have to compromise and balance between their conflicting end-goals. The study augments previous findings in ethical clothing research, as researchers can better understand how specific attributes of products relate to the emotional and symbolic aspects and link back to consumer values. Though limited in scope by its exploratory character, the study contributes towards a deeper understanding of ethical consumer behaviour. Implications for theory practice and further research are discussed.
Description: This article was accepted for publication in the Journal of Marketing Management [Taylor & Francis © Westburn Publishers Ltd.] and the definitive version is available at: http://dx.doi.org/10.1080/0267257X.2012.659280
Version: Accepted for publication
DOI: 10.1080/0267257X.2012.659280
URI: https://dspace.lboro.ac.uk/2134/11914
Publisher Link: http://dx.doi.org/10.1080/0267257X.2012.659280
ISSN: 0267-257X
Appears in Collections:Published Articles (Business)

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