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Forschungsvorhaben. Kaufintention bei Fair Trade Produkten. Eine Analyse der Einflussfaktoren anhand der Theorie des geplanten Verhaltens

Forschungsvorhaben. Kaufintention bei Fair Trade Produkten. Eine Analyse der Einflussfaktoren anhand der Theorie des geplanten Verhaltens

          
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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Forschung und Studien, Note: 2,0, Friedrich-Alexander-Universität Erlangen-Nürnberg, Sprache: Deutsch, Abstract: Der Umsatz von Fair Trade Produkten in Deutschland ist in den letzten Jahren stark gestiegen. Rund 1,2 Milliarden Euro Umsatz konnten beispielsweise im Jahr 2016 durch den Verkauf von Fair Trade Produkten erzielt werden (TransFair e.V., 2016). In der Allensbacher Markt- und Werbeträger-Analyse 2017 gaben 14% der Befragten an, dass sie beim Einkauf darauf achten, ob die Produkte aus fairem Handel stammen (Institut für Demoskopie Allensbach, 2017). Die World Fair Trade Organization definiert Fair Trade als "a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers" (World Fair Trade Organization, 2015). Bei fair gehandelten Produkten soll also unter Einbezug der Rechte und Arbeitsbedingungen von wirtschaftlich benachteiligten Erzeugern Nachhaltigkeit gefördert werden. Das Prinzip der Nachhaltigkeit vereint wiederum ökonomische, ökologische und soziale Perspektiven: Während sich der ökonomische Aspekt auf faire Preise für Erzeuger und Konsumenten bezieht, steht beim ökologischen Aspekt der Schutz von Umwelt und Tieren im Vordergrund. Die soziale Komponente kann als eine Form sozialer Akzeptanz beschrieben werden, da es hier um eine Übereinstimmung von Produktionsprozessen mit den Bedürfnissen und Prioritäten der Gesellschaft geht (Vermeir & Verbeke, 2008). In der Praxis hat sich jedoch gezeigt, dass auch wenn Konsumenten eine positive Einstellung gegenüber nachhaltigen Produkten aufweisen, es dennoch zu einer Abweichung des Verhaltens kommen kann: Robinson und Smith (2002) identifizierten in ihrer Studie mangelnde Verfügbarkeit, Gewohnheit, Misstrauen, Kosten und Bequemlichkeit als m


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Product Details
  • ISBN-13: 9783668864719
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 216 mm
  • No of Pages: 20
  • Spine Width: 1 mm
  • Width: 140 mm
  • ISBN-10: 3668864713
  • Publisher Date: 10 Jan 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 36 gr


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Forschungsvorhaben. Kaufintention bei Fair Trade Produkten. Eine Analyse der Einflussfaktoren anhand der Theorie des geplanten Verhaltens
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