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Die soziale Einbettung moralischer Kaufentscheidungen
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Auf der Grundlage eines integrativen Theorierahmens untersucht Patrick Schenk die Motive des Kaufs fair gehandelter Produkte und den Einfluss unterschiedlicher Formen der sozialen Einbettung auf diese Konsumpraxis. Die Resultate zeigen, dass die Kaufentscheidung unmittelbar durch normative berzeugungen und wahrgenommene Restriktionen bestimmt ist. Diese Handlungsdeterminanten sind wiederum durch Werte, die sozialstrukturelle Position und das Angebot an fair gehandelten Produkten erklrbar. Der Beitrag verdeutlicht den Erkenntnisgewinn einer Perspektive, die den Kauf fair gehandelter Produkte aus dem Zusammenspiel von individuellen berzeugungen und sozialem Kontext begreift.
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