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Carrotmob: A Win– Win–Win Approach to Creating Benefits for Consumers, Business, and Society at Large

The call for business practices that create benefits for companies, customers, and society is getting louder. This article analyzes a new implementation of such a win–win–win approach: the carrotmob. Activists and managers jointly organize a shopping flashmob in which consumers collectively purchase the products of a target company to reward its intent to act more socially responsible. Given that carrotmobs are only efficient if they are supported by a critical mass of consumers, a survey study of 337 young consumers explores the critical drivers of carrotmob participation. Accordingly, object-oriented, personal, and social motives jointly determine carrotmob participation with social motives having the strongest impact.

Identiferoai:union.ndltd.org:DRESDEN/oai:qucosa:de:qucosa:35437
Date19 September 2019
CreatorsHutter, Katharina, Hoffmann, Stefan, Mai, Robert
PublisherSage
Source SetsHochschulschriftenserver (HSSS) der SLUB Dresden
LanguageEnglish
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/publishedVersion, doc-type:article, info:eu-repo/semantics/article, doc-type:Text
Rightsinfo:eu-repo/semantics/openAccess
Relation0961-2033, 10.1177/0007650315576367

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