Abstract
This paper examines consumer response to a particular social entrepreneurship initiative, The Big Issue. Focusing on consumer motivation, the research explores the utilitarian value of the product as compared to the desire to help the homeless as the primary motivation for purchase. The research found that, although the utilitarian value partly motivated purchase, consumers widely perceived there to be a helping dimension to the exchange. Consumers valued the empowerment goals espoused by The Big Issue and found it rewarding to play a part in the empowerment process. The appearance and manner of The Big Issue vendors influenced consumer reactions to the initiative, indicating a need for careful management of ‘beneficiary portrayal’ in this context.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
