Consumers' attitudes, Citizen Brands and willingness to buy - Wongsuwan, Yaowaluk
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Environmental and social issues such as global warming, climate change, fair trade and the use child labor have gained over the years an increasing attention of consumers worldwide. As consumers become wealthier and better educated their choice of product or service has also become more critical. Many consumers have become sensitive to the level of corporate social actions of brands or companies from which they buy products or services. The purpose of this study was to investigate the relationships between the attitudinal behavior of consumers towards the Citizen Brands and their willingness…mehr

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Produktbeschreibung
Environmental and social issues such as global warming, climate change, fair trade and the use child labor have gained over the years an increasing attention of consumers worldwide. As consumers become wealthier and better educated their choice of product or service has also become more critical. Many consumers have become sensitive to the level of corporate social actions of brands or companies from which they buy products or services. The purpose of this study was to investigate the relationships between the attitudinal behavior of consumers towards the Citizen Brands and their willingness to buy from those brands. The relationships that were also expected to be moderated by consumers' personal traits, brand characteristics and attributes.
Autorenporträt
Yaowaluk Wongsuwan è nata a Chiang Mai, in Thailandia. Ha studiato nei Paesi Bassi e ha completato con successo una laurea in Economia commerciale presso l'Università di Rotterdam nel 2000 e successivamente, nel 2008, un master in Economia aziendale presso l'Università Erasmus di Rotterdam, dove ha svolto la sua tesi sul tema dei marchi cittadini, in relazione ai consumatori.