Exploring ethical brand extensions and consumer buying behaviour: the RSPCA and the "Freedom Food" brand
Exploring ethical brand extensions and consumer buying behaviour: the RSPCA and the "Freedom Food" brand
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DOI：
10.1108/10610420710751546
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发表时间：
2007-01-01
影响因子：
5.6
通讯作者：
Mason, Roger
中科院分区：
文献类型：
--
作者：
McEachern, Morven G.;Schroeder, Monika J. A.;Mason, Roger
目的：本研究旨在探讨与英国皇家防止虐待动物协会(RSPCA)及其品牌延伸“自由食品”相关的道德购买行为和态度。设计/方法/方法-采用混合方法。这包括对30名消费者的深度采访和对1000名消费者的邮寄调查。在计划行为理论(TPB)的背景下对信念、态度、规范和控制问题进行了衡量。结构方程模型被用来同时探索一系列的依赖关系。结果--总体上，消费者对食用动物的道德义务以及消费者的地理位置被证实影响道德品牌选择。这两个变量都提供了额外的预测能力改进，将解释差异的百分比提高了28%至80%。就母品牌和延伸品牌之间的积极联想价值而言，RSPCA的品牌延伸显然是成功的。然而，增加市场潜力的市场机会是存在的。原创性/价值-尽管传统快速消费品中有过多的品牌延伸，但品牌延伸概念在道德产品中的成功仍未被探索。同样，在伦理消费文献中，大多数伦理研究要么关注环境问题，要么关注公平贸易购买行为，而对社会对动物福利的关注要少得多。以TPB为理论框架，通过探讨消费者对自由食品品牌肉类的购买行为，获得了更多的原创性。
Purpose - This paper aims to explore ethical purchasing behaviours and attitudes, relating to the Royal Society for Prevention of Cruelty to Animals (RSPCA) and their brand-extension "Freedom Food".Design/methodology/approach - A mixed methodology was adopted. This involved both in-depth interviews with 30 consumers and a postal survey of 1,000 consumers. Beliefs, attitudes, normative and control issues were measured within the context of the theory of planned behaviour (TPB). Structural equation modelling was used to explore a series of dependence relationships simultaneously.Findings - Overall, consumers' moral obligations towards food-animals as well as consumer location are confirmed as influencing ethical brand choice. Both variables provide additional predictive capability improvements, raising the percentage of explained variance by 28 per cent to 80 per cent. The RSPCA's brand extension is clearly successful in terms of the positive, association value between the parent brand and the extended brand. However, market opportunities to increase market potential exist. These opportunities are discussed.Originality/value - Despite the plethora of brand extensions amongst conventional fast-moving consumer goods, the success of the brand extension concept remains unexplored amongst ethical products. Similarly, within the ethical consumption literature the majority of ethical research focuses either on environmental issues or Fair Trade purchasing behaviour, with much less attention given to societal concern for animal welfare. Additional originality is gained by exploring consumer purchase activities of "Freedom Food" branded meat by adopting the TPB as a theoretical framework.