マスダ アキコ   MASUDA Akiko   増田 明子    所属   専修大学  商学部    専修大学大学院  商学研究科    職種   教授
言語種別	英語
発行・発表の年月	2019/03
形態種別	研究論文
査読	査読あり
標題	"Effects on Consumer Attitudes of Appeal Information of Ethical Products"
執筆形態	共著
掲載誌名	JICA RI Working Paper
掲載区分	国内
出版社・発行元	JICA
巻・号・頁	189,pp.1-31
著者・共著者	◎Akiko Masuda、Hiroaki Ishii、Naoto Onzo
概要	This paper aims to clarify how the informational appeal (abstract vs. concrete) of ethical products can be matched to consumers. We tested the attitudes and behaviors of consumers towards ethical products. The hypotheses are based on construal level theory. Higher moral concerns are related to an abstract mindset, while lower moral concerns are associated with a concrete mindset. The findings showed that each of the hypotheses was supported: consumers who are more likely to make charitable donations have positive attitudes toward ethical products (H1); consumers who are more likely to make charitable donations are more likely to respond to abstract appeal information (H2); and consumers who are less likely to make charitable donations will be more likely to respond to concrete appeal information (H3). The findings suggest that marketers’ approach to the use of informational appeals should be determined by consumers’ moral concern type.