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Why do consumers buy brands they do not find ethical ? A study on the ambivalence towards Coca-Cola, Inc. and Ferrero, S.p.A.

Cassiers, Jeanne ; Herbeuval, Audrey
(2017)

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Cassiers_Herbeuval_80811200_29941200_2017.pdf
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Details

Supervisors
Swaen, Valérie
Faculty
Louvain School of Management
Louvain School of Management
Degree label
Master [120] en Ingénieur de gestion
Master [120] en sciences de gestion
Abstract
In this thesis we touch the subject of consumer ambivalence, ie the simultaneous or sequential experience of positive and negative feelings towards an object, specifically towards Coca Cola and Ferrero and on the subject of CSR/CSI activities. We want to uncover the sources of this ambivalence, the reasons for which these consumers still buy the brands if they do not find them ethical and respectable, and what would possibly make them stop. We also want to touch on the subject of the de-responsabilisation inside our society as a might-be reason for this purchase ambivalence resolution.