ABSTRACT

This study investigates the motivations of socially responsible consumption from the perspective of identity-based motivation theory. The findings suggest that personal-identity appeals promote socially responsible products with utilitarian values more effectively than relational-identity appeals. However, with respect to socially responsible products with hedonic values, relational and personal identity had no differential effect. Moreover, public identity appeals were found to promote socially responsible products with utilitarian values significantly. With respect to hedonic products, public identity influenced purchase intention only through anticipated guilt. These results have implications for marketers about ways to promote socially responsible products effectively.

摘要

本研究从基于身份的动机理论的角度探讨了社会责任消费的动机。研究结果表明，个人身份诉求比关系身份诉求更有效地推广具有功利主义价值观的社会责任产品。然而，对于具有享乐价值观的社会责任产品，关系和个人身份没有差异影响。此外，公共身份诉求可以显着促进具有功利价值的社会责任产品。对于享乐产品，公众身份仅通过预期内疚来影响购买意愿。这些结果对于营销人员如何有效推广具有社会责任的产品具有重要意义。