Belief formation is a neglected part of research in consumer behaviour and a potentially valuable area of study for helping to clarify the conditions under which they relate to actual patterns of behaviour. Outlines the results of qualitative research undertaken as part of a major study of readers of the UK Ethical Consumer magazine, which used focus groups to explore issues of major concern to ethical consumers – such as fair trade – and an elicitation questionnaire with a broader sample to ascertain the nature of factors influencing their beliefs on this subject.
Shaw, D. and Clarke, I. (1999), "Belief formation in ethical consumer groups: an exploratory study", Marketing Intelligence & Planning, Vol. 17 No. 2, pp. 109-120. https://doi.org/10.1108/02634509910260968
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