Work

What is Different about Volunteers? A Study on Factors of Buying Decisions of Products with Recycled Content

Year: 2018

Type: article

Abstract: Volunteering is a way to express civic behavior, including pro-environmental behavior such as buying products with recycled content. The purpose of this research is to understand the differences between individuals involved in volunteering activities and individuals who have never been involved in volunteering activities. In order to do this, dimensions are analyzed by categories of public: the general public, individuals involved in volunteering activities (volunteers), and individuals who have never been involved in volunteering activities (non-volunteers). Qualitative methods, based on in-depth interviews; and quantitative methods, based on Anova, Independent Samples T tests, factor analyses, and regression analyses have been combined. The sample included 469 respondents. The general dimensions of buying decisions are: product features, social values, promotions, low risk, uniqueness, and affordable price. The volunteers’ dimensions of buying decisions are product features, social values, uniqueness, benefits, and promotions. The non-volunteers’ dimensions of buying decisions are product features, uniqueness, credibility support, promotions, and low risk. In the conclusions section, implications are presented using specific communication for each of the three public categories, based on important resulting dimensions for each public.

Source: Sustainability

DOI: 10.3390/su10051631

Authors: Claudia Stoian (Bobâlcă), Oana Țugulea, Liviu-George Maha, Claudia-Ioana Ciobanu

Institutions: Alexandru Ioan Cuza University, Gheorghe Asachi Technical University of Iași

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $2,896