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| Tekijä: | Hibbert, S.A. Hogg, G. Quinn, T. |
| Otsikko: | Social entrepreneurship: understanding consumer motives for buying The Big Issue |
| Lehti: | Journal of Consumer Behaviour
2005 : MAR, VOL. 4:3, p. 159-172 |
| Asiasana: | Consumer behaviour Empowerment Marketing management Motivation |
| Vapaa asiasana: | Charity Homelessness Utilitarian value |
| Kieli: | eng |
| Tiivistelmä: | The article examines consumer response to a particular social entrepreneurship initiative, The Big Issue. The concentration is in exploring the utilitarian value of the product as compared to the desire to help the homeless as the primary motivation for purchase. The results implied that although the utilitarian value partly motivated the purchase, consumers perceived the helping dimension to the exchange. Consumers valued the empowerment goals and found it rewarding to be a part of that process. Also the appearance and manner of the vendors influenced consumer reactions to the initiative, indicating the need for careful management. |
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