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Akzeptanz kologischer Produktalternativen
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Umweltschutz stellt fr Konsumenten ein Thema von hoher Relevanz dar, spiegelt sich allerdings nicht gleichermaen im Kaufverhalten wider. Katja Rudolph untersucht, wie die Akzeptanz von kologischen Produktalternativen gesteigert werden kann. Sie betrachtet, wie Schemainkongruenz in der Produktprsentation die Akzeptanz von kologischen Produktalternativen beeinflusst und durch welche Faktoren dieser Effekt moderiert wird. Auf Grundlage der Ergebnisse werden konkrete Handlungsimplikationen fr die Vermarktung kologischer Produktalternativen abgeleitet.
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