2017, Fernow, Hannes, Hauser, Mirjam, Huber, Björn

2015, Hauser, Mirjam, Tenger, Daniela

2013, Hauser, Mirjam, Jonas, Klaus, GDI Gottlieb Duttweiler Institute, MGB Migros Genossenschaftsbund

2012, Hauser, Mirjam

2015, Frick, Karin, Höchli, Bettina, Hauser, Mirjam

2015, Hellwig, Katharina, Morhart, Felicitas, Girardin, Florent, Hauser, Mirjam

Sharing instead of buying is regaining traction among today's consumers. This study aims at identifying segments of sharing consumers to unearth potentially viable clusters of a consumer behavior that is a market of growing economic relevance. By means of a qualitative study and a survey with a roughly representative sample of 1121 Swiss‐German and German consumers, a set of trait‐related, motivational, and perceived socioeconomic variables is identified that can be used to group individuals into segments that differ with regard to their approach to sharing. A cluster analysis based on these variables suggests four potential clusters of sharing consumers—sharing idealists, sharing opponents, sharing pragmatists, and sharing normatives. Two sets of testable propositions are derived that can guide further research in this domain and pave the way to a more targeted approach to the growing market of “sharing” businesses.

2013, Hauser, Mirjam, Nussbeck, Fridtjof W., Jonas, Klaus

Personal values and attitudes can help to explain food choice. This study confirmed a hierarchical organization of the value–attitude–behavior chain: Food‐related values influence attitudes, and these, in turn, impact behavior. Contrary to previous findings, values are only partially mediated by attitudes: Some food‐related values are fully mediated, whereas others are partially mediated, and still others have exclusively direct effects on purchase behavior. Questionnaire data from a roughly representative sample of 851 adults living in Switzerland was complemented with actual food purchase behavior measured by a loyalty card of a Swiss retailer over the period of one year. Four theoretically derived structural equation models were compared across eight different food product categories (organic, fair trade, low‐budget, fresh convenience, ready‐to‐eat, light, functional foods, fruits and vegetables). The results question central assumptions of the theory of planned behavior and emphasize the role of food‐related values in food consumption. Implications for marketing and future product developments of food companies are discussed.

2015, Hauser, Mirjam, Bosshart, David, Höchli, Bettina, Borek, Jaël, Muller, Christopher

2013, Hauser, Mirjam, Tenger, Daniela

2013, Frick, Karin, Hauser, Mirjam, Gürtler, Detlef