Study level

  • PhD
  • Master of Philosophy
  • Honours

Faculty/School

Topic status

We're looking for students to study this topic.

Research centre

Supervisors

Professor Gary Mortimer
Position
Professor
Division / Faculty
Faculty of Business & Law

Overview

Brand manufacturers continue to be concerned with consumers' moves toward cheaper, private label grocery products, such as $2 milk. In Australia, and globally, supermarket retailers continue to increase their proportion of private label products. Australia's largest food retailer, Woolworths, in November 2011 reported to shareholders their plans to double the proportion of private label, 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 and to examine the ESR factors that influence the choice of products and stores. The research would extend an 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.

Contact

Contact the supervisor for more information.