Sustainable Products and Consumers’ Brand Choice

Within this study selected empirical results out of a 3 year project concerning the analysis of Austrian panel data are presented. Raw data coming from the most important Austrian consumer tracking panel was analyzed with respect to consumers’ variety seeking and brand choice behavior. It is analyzed if consumers tend to switch to “sustainable” (here: organic) products and brands more frequently compared to brand switches between conventional products and brands (significant interrelation between sustainability and consumers’ brand choice). After a brief introduction into a specific variety seeking model operationalizing consumers’ brand switching tendency, a descriptive analysis of the analyzed data set, and analytical outcomes concerning “sustainability” and “brand switching” are presented.


Editor(s):
Schiefer, Gerhard
Rickert, Ursula
Issue Date:
2012-09
Publication Type:
Conference Paper/ Presentation
DOI and Other Identifiers:
ISSN 2194-511X (Other)
PURL Identifier:
http://purl.umn.edu/144976
Page range:
486-494
Total Pages:
10




 Record created 2017-04-01, last modified 2017-08-27

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