haku: @author Bach, D. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Adelt, P. Bach, D. |
| Otsikko: | Wahrgenommene Kaufrisiken bei okologisch gestalteten Produkten - dargestellt am Produktbereich Waschmittel (Subjective purchase risks with environment friendly products - the example of washing powders) |
| Lehti: | Markenartikel
1991 : VOL. 53:4, p. 148-154 |
| Asiasana: | PSYCHOLOGY MARKETING |
| Kieli: | ger |
| Tiivistelmä: | This is a psychological study based on a survey among purchasers of alternative (ecological) washing powders. Five hypotheses were tested, namely: the risk connected with the purchase of an alternative washing powder is higher with those sticking to brand names; with those insisting on cleanliness norms; the feeling of subjective risk is less intense with those purchasing the alternative than with those purchasing the established brand; with higher perceived risk, purchase of alternative brand decreases; there is a correlation between perceived risk and information gathering activity. |
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