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Unfolding a Product’s Ethical Bundle.

Theofilou, A. and Vassilikopoulou, A., 2010. Unfolding a Product’s Ethical Bundle. In: Academy of Marketing 2010 Conference, 6-8 July 2010, Coventry University Business School, England.

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The aim of the current paper is to examine the relative importance and trade-offs of the attributes that compose an ethical product as perceived by consumers. Conjoint analysis results reveal that supporting a philanthropic cause, the lack of minors in the production process and recycled materials are the features of the ethical product that present increased utility. Marketers could use such results in order maximise average utility of the ethical product given the cost constraint of its attributes.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:ethical consumer, ethical product, conjoint analysis
Group:Faculty of Media & Communication
ID Code:16574
Deposited By: Dr Anastasios (Tasos) Theofilou
Deposited On:21 Oct 2010 18:21
Last Modified:14 Mar 2022 13:36


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