Consumer engagement in ethical purchasing groups

Consumer engagement is a key concept that has already been addressed in marketing literature. While several studies have focused on brand engagement little has been done to investigate engagement when considering ethical consumption. The aim of the research was in particular to explore the different types of engagement that ethically minded consumers may adopt especially when they collectivize their behaviors, by adhering a GAS (Gruppo d’Acquisto Solidale – Ethical purchasing group). In order to pursue this aim we decided to adopt a multi-method research approach in investigating the GASs operating in Italy. Two key types of engagement were identified: engagement within the group and engagement towards the producers. Both have implications on how ethical consumption may impact on and transform mainstream market mechanisms. The present study provides also managerial implications about how to engage with ethical consumers, by highlighting the differences with mainstream ones.