Empowerment effects on consumers' behaviour and attitudes in the outdoor sports market

Authors

Ghesquiere, Erwan

Issue Date

2013

Degree

MA Marketing

Publisher

Dublin Business School

Rights

Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.

Abstract

Because of consumers wake up and discover of the industrial practices, firms had to find a new strategy to answer to the new consumers‘ wants. To face their increasing want for ethic marketing and industry, one of the new strategies is consumers‘ empowerment. We decided to explore the effects of this strategy on consumers of the outdoor market, a market having a strong like for ethic and using products with a high level of technique. To explore these effects, we choose to focus on three attitudinal variables (Attitude, Attachment, and Perceived quality) and one behavioral variable (purchase intention). Author keywords: Empowerment, co-creation, new product development, innovation, alternative marketing