Consumers’ Identity Construction Driving Ethical Consumption Behaviour
Rantanen, Iina (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120225697
https://urn.fi/URN:NBN:fi:amk-2020120225697
Tiivistelmä
This study was conducted for a bachelor’s thesis in the major of Customer Relationship Management and Communication, with the aim to view how consumers identity construction drives their ethical consumption behaviour. More specifically, the focus was on how ethical consumers’ identity influences their consumption of ethical fashion in the marketplace.
The research was divided into four areas of focus. Firstly, research was conducted to view the factors of ethical consumption of fashion that are deemed important for an ethical consumers identity building. This was followed by placing the acquired knowledge of self-identity into the ethical decision-making processes of an ethical consumer, and how consumer behaviours assist in understanding consumption. The role of gender was viewed as an external factor that influences the behaviour and decision-making of ethical fashion consumption. Finally, viewing what aspects should be highlighted when advertising ethical fashion to ethically orientated consumers allowed for an international and organizational scope into the research.
In order to gain an overall understanding of ethical consumers and their consumption behaviour, both primary and secondary research was conducted. Secondary data was collected in the form of theories, concepts and models through academic articles and books. Primary research was attained through performing a total of 14 interviews, with an equal number of responses from both genders to tackle the role of gender. These interviews allowed for a personal point of view of ethical consumption of fashion from an ethical consumer, and made it possible to view the construction of identity projects.
The research findings were analysed and discussed. The interview findings concerning the key elements of identity construction and decision-making processes were utilized in developing the answers for the role of gender and marketing content. The research showed that an ethical consumer’s identity is influenced by both internal and external factors, and how ethical decision-making is a result of consumer behaviour constructed through pride and self-value. Furthermore, the findings demonstrated how both genders play a role in being ethically conscious and the eco-gender gap is not as evident any more in today’s society. Lastly, the transparency of organizations is key for appealing towards ethical consumers through marketing efforts. In addition, the benefits of utilizing Corporate Social Responsibility efforts into the core business model justifies organizations to convert towards being ethically conscious.
The research was divided into four areas of focus. Firstly, research was conducted to view the factors of ethical consumption of fashion that are deemed important for an ethical consumers identity building. This was followed by placing the acquired knowledge of self-identity into the ethical decision-making processes of an ethical consumer, and how consumer behaviours assist in understanding consumption. The role of gender was viewed as an external factor that influences the behaviour and decision-making of ethical fashion consumption. Finally, viewing what aspects should be highlighted when advertising ethical fashion to ethically orientated consumers allowed for an international and organizational scope into the research.
In order to gain an overall understanding of ethical consumers and their consumption behaviour, both primary and secondary research was conducted. Secondary data was collected in the form of theories, concepts and models through academic articles and books. Primary research was attained through performing a total of 14 interviews, with an equal number of responses from both genders to tackle the role of gender. These interviews allowed for a personal point of view of ethical consumption of fashion from an ethical consumer, and made it possible to view the construction of identity projects.
The research findings were analysed and discussed. The interview findings concerning the key elements of identity construction and decision-making processes were utilized in developing the answers for the role of gender and marketing content. The research showed that an ethical consumer’s identity is influenced by both internal and external factors, and how ethical decision-making is a result of consumer behaviour constructed through pride and self-value. Furthermore, the findings demonstrated how both genders play a role in being ethically conscious and the eco-gender gap is not as evident any more in today’s society. Lastly, the transparency of organizations is key for appealing towards ethical consumers through marketing efforts. In addition, the benefits of utilizing Corporate Social Responsibility efforts into the core business model justifies organizations to convert towards being ethically conscious.