This study used Schwartz’s values theory to draw a market segmentation related to fair trade products. We studied the interrelationships between data on fair trade purchase of an Italian consumer sample, socio-demographic variables, and personal values measured by Schwartz Value Survey (SVS). The analysis was carried out in two steps. First, we tested whether there were significant differences between three groups with different level of fair trade expense, in relation to several socio-demographic variables and values. Second, the variables that proved to be different were used in a cluster analysis to segmentate fair trade market and to draw the profiles of the fair trade Italian consumers.
Fair trade product's consumption: a market segmentation by personal values
Coppola A.;
2015-01-01
Abstract
This study used Schwartz’s values theory to draw a market segmentation related to fair trade products. We studied the interrelationships between data on fair trade purchase of an Italian consumer sample, socio-demographic variables, and personal values measured by Schwartz Value Survey (SVS). The analysis was carried out in two steps. First, we tested whether there were significant differences between three groups with different level of fair trade expense, in relation to several socio-demographic variables and values. Second, the variables that proved to be different were used in a cluster analysis to segmentate fair trade market and to draw the profiles of the fair trade Italian consumers.File | Dimensione | Formato | |
---|---|---|---|
Quality_Access to Success16(1)_2015.pdf
solo utenti autorizzati
Tipologia:
Documento in Pre-print
Licenza:
DRM non definito
Dimensione
355.11 kB
Formato
Adobe PDF
|
355.11 kB | Adobe PDF | Visualizza/Apri Richiedi una copia |
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.