Selling to the UnconvincedMarketing Socially Responsible Products Ingrid Davis MA, MBA (MVG Medienproduktion, Aachen, Germany)
Research Questions Are consumers What concepts and interested in factors constitute socially responsible viable grounds for companies and the successful their products? development of What are their marketing priorities? strategies for socially responsible products (SRP)?
Ethical Consumers - Really?Social Desirability BiasResearch setups not relating significantly to the object of studyAssumption that attitudes / intentions or professed behaviour predict actual behaviour
Marketing / Advertising Full range of marketing instruments rather than relying solely on labelsAdvertising: MECCAS model (Kärnä et al) Emotional appeals rather than information (Picket-Baker and Ozaki)
Marketing Online Empowerment of the consumer: The power to determine what they want to see No Interest No Search No Hits Findsalient features to put SRP in the way of consumer searches on the web No Salience No Hits No Sales
Focus on the purchase rather than the purchaser. Interpretive paradigm = recognition and integration of the social functions / aims / determinants of consumption. A systematic investigation into appropriate research methodologies.
Investigation of robustness of product sectors as a classification criterion for marketing strategies. Develop SRP-retail and distribution strategies selling to the mainstream rather than the happy few – from corporate strategies down to the very details of POS promotion.
Common denominator of all marketing research activities = salience to consumers. Insights needed into: context-specific and situational priorities perceived costs and benefits salient themes, topics and features usable in communication and advertising campaigns.
SRP-marketing research has to put a stronger focus on new communication technologies and how they are used by ‘ordinary shoppers’. Without structured and robust investigations in this area, SRP marketing will miss the train into the future.