Understanding ethical grocery shoppers

Memery, Juliet, Megicks, Phil, Angell, Robert ORCID: https://orcid.org/0000-0001-8554-2092 and Williams, Jasmine 2012. Understanding ethical grocery shoppers. Journal of Business Research 65 (9) , pp. 1283-1289. 10.1016/j.jbusres.2011.10.042

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Abstract

The growing importance of ethical shopping motives offers a major advantage to retailers who understand their significance in store choice decisions compared with other conventional store image influences, particularly with regard to any variations that exist between different shopper types. This study uses an exploratory two-phase integrative qualitative and quantitative research design to identify a preliminary classification of ethical shopper types. Three ethical and three store image factors emerge as relevant to the decision-making of ethical shoppers through the development of appropriate scales. Building from these factors, subsequent cluster analysis defines four distinct ethical shopper types: demanders, mavens, dissenters, and apathetics. The degree of emphasis given to ethical and other store choice factors exemplify differences among these segments. The article discusses the utility of the resultant classification in terms of research and retail strategy including opportunities for targeting through adjustment of the retail offer.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	B Philosophy. Psychology. Religion > BJ Ethics H Social Sciences > HF Commerce
Uncontrolled Keywords:	Ethical shopping motives; Shopper typology; Grocery shopping; Store choice
Publisher:	Elsevier
ISSN:	0148-2963
Last Modified:	20 Oct 2022 09:33
URI:	https://orca.cardiff.ac.uk/id/eprint/32439

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