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

Hutter, K., Hoffmann, S. and Mai, R. (2016) Carrotmob: A Win-Win-Win Approach to Creating Benefits for Consumers, Business, and Society at Large Business & Society, 55 (7). pp. 1059-1077. DOI 10.1177/0007650315576367.

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Abstract

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.

Document Type: Article
Additional Information: Times Cited: 0 Hutter, Katharina Hoffmann, Stefan Mai, Robert
Research affiliation: OceanRep > The Future Ocean - Cluster of Excellence
Refereed: Yes
DOI etc.: 10.1177/0007650315576367
ISSN: 0007-6503
Projects: Future Ocean
Date Deposited: 25 Feb 2017 06:52
Last Modified: 25 Feb 2017 06:52
URI: http://eprints.uni-kiel.de/id/eprint/36150

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