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New Marketing Techniques: Dispel Shopping Guilt

2013/11/15 22:21:00 15

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Less than P, there is a growing sense of guilt between experienced consumers who are generally aware of the conflict between consumerist impulse and moral aspirations.

The result is that a href= "http://pop.sjfzxm.com/popimg/xm/index.aspx" > consumer < /a > is increasingly looking forward to a new way of consumption: while continuing to indulge consumption, do not worry or at least worry less about the negative effects of consumption.

1. split self > /strong > /p >

positive self evaluation is one of the most basic needs of mankind.

Living with the deepest values and aspirations makes people feel good about themselves.

however, mature consumers are increasingly aware of the desire and impulse they have gone through, the actions they take based on these desires and impulses and seeking satisfaction in the consumer domain, often contrary to these a href= "http://www.91se91.com/news/index_p.asp" values /a and expectations.

strong > pparent victory > /strong > /p >

consumers are getting more and more information every day, such as defective business processes and ethics, the voice of developing countries' labors, and the scientific knowledge of all kinds of hot selling snacks or drinks that can negatively affect their health.

therefore, in a fully mature or near mature consumer society, no individual can ignore the damage caused by personal consumption on the basis of ignorance.

clean comparison

on this basis, a series of CLEAN SLATE BRANDS, which takes moral and responsible actions, highlights the essence of many existing products and brands.

Taking condoms as an example, before Sustain Condoms emphasized the drawbacks of the environmental and social aspects of latex production, how many consumers examined the condom product from a moral point of view?

when some brands emphasize that they do not employ 9 year old child laborers in Bangladesh, do not force poultry to be raised, and the production of products does not rely on coal tar engines, consumers naturally question the brands that do not show their position.

can not stop, will not stop .

The romantic short term travel discount, cheap and good H&M "a target=" _blank "href=" http://www.91se91.com/ "> delicious" Big Mac hamburger "," easyJet/AirAsia/JetBlue "and other cheap airlines bring about a romantic short term travel discount. The clothes, /a and flash flat phones, all create a human need that is mixed by social status, indulgence, conditioning, addiction and real happiness. This makes consumers aware that such consumption demand and mode are destructive, but it is also difficult to change in essence.

2. guilt whirlpool /p >

some data:

in front of the statement that "I feel guilty about the impact of my environment", 28% of the global consumers chose 4 or 5 points (5 points to the highest degree, which means "strong approval").

(National Geographic Greendex, July 2012)

ironically, consumers in some emerging economies have a deeper sense of guilt: 45% of India consumers, 42% of Chinese consumers, and 40% of Brazil consumers choose 4 or 5 of their self ratings, compared with 23% of British consumers, 21% of American consumers and 19% of Australian consumers who choose 4 or 5.

2013, 27% of American consumers said they were more concerned about food waste than 2012, and only 5% of consumers expressed "less care".

(BAV & Sustainable America, March 2013)

when asked about their diet and exercise status, they were asked to score for themselves in the range of "A" to "F". The average score given by American consumers for their sports level was of 'C+', while the average score of individual diet was' B- '.

Only 12% of the respondents gave themselves a score of "A" or "A-".

(International Food Information Fund Council, May 2013)