Institut für Marktangebote und Konsumentscheidungen

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Addressing climate change: Determinants of consumers' willingness to act and to support policy measures
(Elsevier, 09/2012) Tobler, Christina; Visschers, Vivianne; Siegrist, Michael [in: Journal of Environmental Psychology]
Consumers influence climate change through their consumption patterns and their support or dismissal of climate mitigation policy measures. Both climate-friendly actions and policy support comprise a broad range of options, which vary in manifold ways and, therefore, might be influenced by different factors. The aims of the study were, therefore, two-fold: first, we intended to find a meaningful way to classify different ways of addressing climate change. Second, we aimed to examine which determinants influence people's willingness to engage in these behaviors. We conducted a large-scale mail survey in Switzerland in which respondents rated, among other items, their willingness to act or support a range of possible actions and mitigations measures. A principal component analysis indicated that a distinction in terms of a behavior's directness as well as a differentiation according to perceived costs seem to be appropriate to classify climate-friendly actions. Multiple regression analyses showed that perceived costs and perceived climate benefit turned out to be the strongest predictors for willingness to act or to support climate policy measures. The strong influence of perceived climate benefit might reflect a strategy of reducing cognitive dissonance. As high-cost behaviors are more difficult to adopt, consumers may reduce dissonance by dismissing high-cost behaviors as not effective in terms of climate mitigation. Political affiliation proved to be another strong determinant of willingness to act or support. Participants on the right wing were less willing to show indirect climate-friendly behaviors, change their mobility behaviors, and to support any type of climate mitigation policy measures. Climate-friendly low-cost behaviors, however, were not influenced by political affiliation.
01A - Beitrag in wissenschaftlicher Zeitschrift
Die Nutzung von KI in Unternehmen aus Sicht der Selbstbestimmungstheorie
(Springer, 2020) Hudecek, Matthias; Mc Auley, Steven; Buchkremer, Rüdiger; Heupel, Thomas; Koch, Oliver [in: Künstliche Intelligenz in Wirtschaft & Gesellschaft. Auswirkungen, Herausforderungen & Handlungsempfehlungen]
04A - Beitrag Sammelband
Eating green. Consumers’ willingness to adopt ecological food consumption behaviors
(Elsevier, 12/2011) Tobler, Christina; Visschers, Vivianne; Siegrist, Michael [in: Appetite]
Food consumption is associated with various environmental impacts, and consumers’ food choices therefore represent important environmental decisions. In a large-scale survey, we examined consumers’ beliefs about ecological food consumption and their willingness to adopt such behaviors. Additionally, we investigated in more detail how different motives and food-related attitudes influenced consumers’ willingness to reduce meat consumption and to buy seasonal fruits and vegetables. We found consumers believed avoiding excessive packaging had the strongest impact on the environment, whereas they rated purchasing organic food and reducing meat consumption as least environmentally beneficial. Similarly, respondents appeared to be most unwilling to reduce meat consumption and purchase organic food. Taste and environmental motives influenced consumers’ willingness to eat seasonal fruits and vegetables, whereas preparedness to reduce meat consumption was influenced by health and ethical motives. Women and respondents who preferred natural foods were more willing to adopt ecological food consumption patterns.
01A - Beitrag in wissenschaftlicher Zeitschrift
Eine arbeits- und organisationspsychologische Betrachtung der Arbeitswelt der Zukunft
(TRIO Hochschulverbund Transfer und Innovation Ostbayern, 2020) Hudecek, Matthias; Fischer, Peter [in: TRIOLOG : Wissenschaft - Wirtschaft - Gesellschaft in Ostbayern]
01B - Beitrag in Magazin oder Zeitung
Führung in reduzierter Arbeitszeit (FirAZ): Eine qualitative Studie betrieblicher Führungsmodelle im Spannungsverhältnis zwischen Präsenzkultur und neuen Flexibilitätserfordernissen
(MA Akademie Verlags- und Druck-Gesellschaft, 2020) Kratzsch, Robert; Ullrich, Bastian; Hudecek, Matthias; Hellert, Ulrike [in: Zukunftsweisende flexible Arbeitszeitgestaltung]
04A - Beitrag Sammelband
Green consumer behavior. Consumers' knowledge and willingness to act pro-environmentally
(Eidgenössische Technische Hochschule ETH Zürich, 2011) Tobler, Christina; Siegrist, Michael; Gutscher, Heinz; Visschers, Vivianne
11 - Studentische Arbeit
Konsumentenbasierter Markenwert (CBBE) Schweizer Krankenkassen. Entwicklung und Überprüfung eines Modells zur Bestimmung der Wirkungsbeziehungen zwischen der Markenstärke von Krankenkassen und ihren Determinanten
(Universität Zürich, 2006) Hauser, Mirjam; Jonas, Klaus; BBDO Consulting Suisse AG
11 - Studentische Arbeit
Konsumverhalten und Förderung des umweltverträglichen Konsums. Bericht im Auftrag des Bundesamtes für Umwelt BAFU
(Consumer Behavior, ETH Zürich, 18.08.2010) Visschers, Vivianne; Tobler, Christina; Cousin, Marie-Eve; Brunner, Thomas; Orlow, Pascale; Siegrist, Michael
Der Bericht fasst das derzeitige Wissen zu Konsumverhalten und der Förderung des umweltverträglichen Konsums zusammen. Ziel der Arbeit ist es, für zukünftige Kommunikationsaktionen erfolgversprechende Ansatzpunkte und Kommunikationsstrategien aufzuzeigen. Der Schwerpunkt liegt dabei auf individuellen Entscheidungen von Konsumentinnen und Konsumenten. In einem ersten Teil werden die wichtigsten psychologischen Modelle zu Konsumverhalten und Verhaltensänderungen erläutert. Anschliessend wird eine mögliche Segmentierung der Schweizer Konsumentinnen und Konsumenten diskutiert. Dabei wird auf die Determinanten des ökologischen Konsumentenverhaltens bezüglich vier verschiedener Bereiche, nämlich Mobilität, Wohnen, Lebensmittel, Konsumgüter und Dienstleistungen, eingegangen. Zudem werden verschiedenen Möglichkeiten für Umweltkampagnen, deren Entwicklung und Evaluation vorgestellt. Schliesslich werden Faktoren, die für Erfolg und Misserfolg von Kampagnen verantwortlich sein können, analysiert.
05 - Forschungs- oder Arbeitsbericht
Nachhaltiges Konsumverhalten
(27.10.2022) Tobler, Christina
06 - Präsentation
Organic tomatoes versus canned beans: How do consumers assess the Environmental Friendliness of Vegetables?
(SAGE, 09.01.2011) Tobler, Christina; Visschers, Vivianne; Siegrist, Michael [in: Environment and Behavior]
The assessment of a food product’s environmental friendliness is highly challenging for consumers because such an assessment requires the consideration of various product characteristics. Furthermore, products often show conflicting features. This study uses a choice task and a questionnaire to examine how consumers judge the environmental friendliness of several vegetables. The consumers’ assessment is compared with life cycle assessment (LCA) results, which represent the overall environmental impact of a product throughout its lifespan. In contrast to the LCA, consumers consider transportation distance rather than transportation mode and perceive organic production as very relevant for the environmental friendliness. Furthermore, consumers assess the environmental impact of packaging and conservation as more important than the LCA results show. Findings also suggest the current product information for vegetables is insufficient for judging their environmental friendliness. Implications for information campaigns and ecological food labeling are discussed.
01A - Beitrag in wissenschaftlicher Zeitschrift
Psychological Distance in German and English Brand Language of Eight International Brands
(Zurich University of Applied Sciences ZHAW & University of Zurich at http://ceur-ws.org, 2020) Griesser, Simone; Cieliebak, Mark; Volk, Martin [in: SwissText Konvens 2020]
Language offers additional insights to sentiment and content. The same content can be described with psychologically close or distant language. According to the Construal-Level Theory (Trope & Liberman, 2010), psychological distance influences decision-making. Seven of the eight examined brands psychologically approach customers with their English brand language but psychologically distance themselves from customers with their German brand language on Twitter. Only one brand shows no psychological distance difference between their English and German brand language on Twitter. Implications on decision-making and brand positioning are discussed.
04B - Beitrag Konferenzschrift
Psychological Distance of Brand Associations
(06.07.2019) Griesser, Simone E; Wang, Qing; Hills, Thomas T.
The language consumers use to address brands can be psychologically close or distant. An example of psychologically distant language is a consumer tweeting to YSL “nail polish looks so lush love to do a review for it”. Inversely, an example of psychologically close language is the following consumer tweet “I've been buying @zara cropped pants like it's no one's business”. Consumer brand associations can therefore be psychologically close or distant based on the language they use. Psychological distance refers to how psychologically close or distant objects are based on consumers’ ego-centric reference point (Trope & Liberman, 2010). The idea that brands are mental representations and can thus be psychologically close or distant is novel. Previous psychological distance studies have largely focussed on the psychological distance of products (Bornemann & Homburg, 2011; Goodman & Malkoc, 2012; Hamilton & Thompson, 2007; da Costa Hernandez, et al., 2015; Schellekens, et al., 2010; Labroo & Patrick, 2008; Pyone & Isen, 2011; Williams, et al., 2014). Only one study focussed on brand extensions (Kim & Roedder John, 2008) and another one on brand experience (Kim & Song, 2016). The last two studies have not investigated the psychological distance of bands per se. This is the gap this study addresses by providing the psychological distance of 30 brands from a consumer viewpoint based on 6000 consumer tweets.
06 - Präsentation
Sharity. Die Zukunft des Teilens
(GDI Gottlieb Duttweiler Institute, 2013) Frick, Karin; Hauser, Mirjam; Gürtler, Detlef
02 - Monographie
Speed Pedelecs: Regelungen und Daten aus der Schweiz und Europa
(19.09.2024) Schaffner, Dorothea; van Eggermond, Michael
06 - Präsentation
Values & Visions 2030 – Trends & values in international comparison
(GIM Gesellschaft für innovative Marktforschung mbH, 2020) Hannes, Fernow; Hauser, Mirjam; Björn, Huber
05 - Forschungs- oder Arbeitsbericht
You may fail but won’t quit? Linking servant leadership with error management culture is positively associated with employees’ motivational quality
(Taylor & Francis, 09.10.2024) Hudecek, Matthias; Grünwald, Klara C.; Von Gehlen, Johannes; Lermer, Eva; Heiss, Silke F. [in: Cogent Business & Management]
01A - Beitrag in wissenschaftlicher Zeitschrift

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