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The importance of social product attributes in consumer purchasing decisions: A multi-country comparative study

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  • Auger, Pat
  • Devinney, Timothy M.
  • Louviere, Jordan J.
  • Burke, Paul F.
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    Abstract

    This paper examines the role that social attributes--environmental and labour conditions--play in product choice across a range of developed and emerging economies. We use a multi-attribute design to force consumers to not only trade-off social attributes with tangible attributes but also make trade-offs with other intangible attributes, namely brand and country of origin. Our results show that: (1) social attributes are generally more influential in developed than in emerging economies, (2) the importance of social attributes holds across high and low involvement products, and (3) social attributes can influence product choice even when other intangible attributes are included in the design. We believe that our results offer a more accurate picture of the role of social attributes since they are based on a multi-cue, multi-product design that forced consumers to make tradeoffs between tangible and intangible attributes.

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    Bibliographic Info

    Article provided by Elsevier in its journal International Business Review.

    Volume (Year): 19 (2010)
    Issue (Month): 2 (April)
    Pages: 140-159

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    Handle: RePEc:eee:iburev:v:19:y:2010:i:2:p:140-159

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    Related research

    Keywords: Brand evaluation Choice modelling Country of origin Environmentalism Labour issues Social product attributes;

    References

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    1. Saeed Samiee & Terence A Shimp & Subhash Sharma, 2005. "Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations," Journal of International Business Studies, Palgrave Macmillan, vol. 36(4), pages 379-397, July.
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    12. Muncy, James A. & Vitell, Scott J., 1992. "Consumer ethics: An investigation of the ethical beliefs of the final consumer," Journal of Business Research, Elsevier, vol. 24(4), pages 297-311, June.
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    Cited by:
    1. Thomas Leppelt & Kai Foerstl & Evi Hartmann, 2013. "Corporate Social Responsibility in Buyer-Supplier Relationships: Is it Beneficial for Top-Tier Suppliers to Market their Capability to Ensure a Responsible Supply Chain?," BuR - Business Research, German Academic Association for Business Research, vol. 6(2), pages 126-152, November.
    2. Kolk, Ans & van Tulder, Rob, 2010. "International business, corporate social responsibility and sustainable development," International Business Review, Elsevier, vol. 19(2), pages 119-125, April.

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