Overview
Topic status: We're looking for students to study this topic.
Brand manufacturers continue to be concerned with consumers move toward cheaper, private lable grocery products, such as $2 milk. In Australia, and globally, supermarket retailers continue to increase their proportion of private lable products. Australia's largest food retailer, Woolworths, in November 2011, reported to shareholders their plans to double the proportion of private lable, house brand products to 35% of their range.
The purpose of this research would be to identify and explore the extent of ethical and socially responsible (ESR) behaviour of Australian food shoppers. To examine the ESR factors that influence the choice of products and stores. The research would extend and application of the Theory of Reasoned Action (TRA) (Ajzen & Fishbein, 1980) to this complex area of decision making.
Best-Worst Scaling (BWS) would be used to determine what appeals could be used to influence non-ethical shoppers to make more socially responsible product choice decisions.
- Study level
- PhD, Masters, Honours
- Supervisors
- QUT
- Organisational unit
QUT Business School
- Research area
- Keywords
- Grocery Shopping, Ethical Behaviour, Socially Responsible Behaviour
- Contact
- Please contact the supervisor for enquiries.
Dr Gary Mortimer
