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Behind Ethical Consumption

Purchasing motives and marketing strategies for organic food products, non-GMOs, bio-fuels

Gianluigi Guido

This book presents five related studies, each dealing with the issue of the motivations behind ethical choices of consumption and discussing their implications on marketing strategy. The fields of investigation range from organic food to genetically modified products, from bio-fuels to new low-emission transport technologies, the consumption of each of which has by its very nature a recognized ethical validity. On these themes, this volume offers a European point of view and, in particular, an Italian one, either extending studies undertaken in various countries, or proposing new and original lines of research into the antecedents of purchase intentions that have never before been explored.
Contents: Ethics in consumer buying – The influence of moral norms and self-identity in the choice of organic food products – Effects of product personality, moral norms and moral disengagement on the intention to buy organic food products – The impact of ethical self-identity and safety concerns on attitudes and purchasing intentions of organic food products – Effects of attitude and personal values on the purchase intention of genetically modified food products – Determinants of consumers’ acceptance of fuels from biological materials and hydrogen transportation technologies.