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Analyse Des Einstellungs-Verhaltens-Zusammenhangs Bei Fair Gehandelter Schokolade

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  • Empen, Lena
  • Schulze, Birgit

Abstract

Vor dem Hintergrund eines zunehmenden ethischen Bewusstseins seitens der Verbraucher untersucht dieser Beitrag die Einstellungs-Verhaltens-Beziehung im Kontext des sozial ver-antwortlichen Kaufverhaltens. Im Rahmen einer empirischen Untersuchung wird das Produkt Fair-Trade-Schokolade gewählt und die Theorie des geplanten Verhaltens als empirisches Ausgangsmodell zugrunde gelegt. Das Untersuchungsmodell bezieht zusätzlich die ethische Verpflichtung, das vergangene Kaufverhalten und die Glaubwürdigkeit als Determinanten der Kaufabsicht mit ein. Auch ein geschlechterspezifischer Zusammenhang wird vermutet. Dane-ben wird das Konstrukt der Einstellung gegenüber dem Verhalten hinsichtlich seiner Prä-diktoren genauer analysiert. Durch eine qualitative Vorstudie werden wichtige Informationen für die anschließende quantitative Hauptstudie gewonnen. Die Ergebnisse der Hauptbefra-gung zeigen, dass insbesondere die Einstellung zu dem Verhalten sowie die wahrgenommene Verhaltenskontrolle das ethische Konsumverhalten erklären. Darüber hinaus haben die wahr-genommene ethische Verpflichtung und das vergangenen Kaufverhaltens einen signifikanten Einfluss auf die Kaufabsicht. Außerdem lassen sich signifikante Unterschiede zwischen den regelmäßigen Käufern von Fair-Trade-Schokolade und den selten/niemals Käufern aufzeigen. Praktische und theoretische Implikationen der Ergebnisse werden abschließend diskutiert.

Suggested Citation

  • Empen, Lena & Schulze, Birgit, 2014. "Analyse Des Einstellungs-Verhaltens-Zusammenhangs Bei Fair Gehandelter Schokolade," 54th Annual Conference, Goettingen, Germany, September 17-19, 2014 187323, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi14:187323
    DOI: 10.22004/ag.econ.187323
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    References listed on IDEAS

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    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
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    Keywords

    Agribusiness; Food Consumption/Nutrition/Food Safety;

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