Do Social Product Features Have Value to Consumers?

International Journal of Research in Marketing, Vol. 25, No. 3, September 2008

Posted: 22 Sep 2008

See all articles by Pat Auger

Pat Auger

University of Melbourne Business School

Timothy M. Devinney

University of Manchester - Alliance Manchester Business School

Jordan J. Louviere

University of South Australia - Institute for Choice

Paul F. Burke

University of Technology Sydney (UTS) - School of Marketing

Date Written: September, 19 2008

Abstract

The present paper utilizes a random utility theoretic experimental design to provide estimates of the relative value that selected consumers place on the social features of products. Experiments were conducted in Hong Kong and Australia using both university students and supporters of the human rights organization Amnesty International. The paper focuses on two classes of social features, "labor practices" and "animal rights and the environment". The results show that the social features of products can, on average, affect an individuals' likelihood of purchasing a product. Also, this paper finds distinctive segments of ethically orientated consumers.

Keywords: Consumption ethics, Environmentalism, Labor rights, Choice modelling

Suggested Citation

Auger, Pat and Devinney, Timothy M. and Louviere, Jordan J. and Burke, Paul F., Do Social Product Features Have Value to Consumers? (September, 19 2008). International Journal of Research in Marketing, Vol. 25, No. 3, September 2008, Available at SSRN: https://ssrn.com/abstract=1270900

Pat Auger

University of Melbourne Business School ( email )

200 Leicester Street
Carlton, Victoria 3053 3186
Australia
+61 3 9349 8194 (Phone)
+61 3 9349 8133 (Fax)

Timothy M. Devinney (Contact Author)

University of Manchester - Alliance Manchester Business School ( email )

Booth Street West
Manchester, M15 6PB
United Kingdom

Jordan J. Louviere

University of South Australia - Institute for Choice ( email )

Level 13
140 Arthur Street
North Sydney, New South Wales 2060
Australia

Paul F. Burke

University of Technology Sydney (UTS) - School of Marketing ( email )

P.O. Box 123
Broadway, NSW 2007
Australia

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