Sökning: "Attitude-Behavioral Gap"

Hittade 1 uppsats innehållade orden Attitude-Behavioral Gap.

  1. 1. What drives you sustainable? - A quantitative study about purchasing motivations towards utilitarian and hedonic products with regards to influence of materialism

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Johanna Belsing; Kseniia Shymoniuk; [2017]
    Nyckelord :Attitude-Behavioral Gap; Materialism; Motivation; Sustainable product; Utilitarian and Hedonic products;

    Sammanfattning : The purpose of this study is to investigate and explain the difference in motives and barriers that arise within purchasing behavior of sustainable products with utilitarian and hedonic product attributes, and whether materialism demonstrates a moderating effect towards these motives. Product attributes implies different buying motivations, nonetheless, surprisingly, this problem has not been addressed yet. LÄS MER