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H Anhang Ausgewählte Beispiele für nachhaltige Konsumalternativen ..................................... 250 Auswertung der Interviews ......................................................................................... 253 Aufgabenstellung im Rahmen des Scrambled Sentence Test ..................................... 261 Beispiel Pretest 2 – Bestimmung von Persönlichkeitsmerkalen ................................. 262 Aufgabenstellung Memory Test (Studie 1) ................................................................ 263 Ablenkungsaufgabe (Studie 1) .................................................................................... 264 Übersicht über bisherige Operationalisierungen von Materialismus .......................... 265 Ergebnisse der multiplen moderierten Regression (Produkt Kaffee, Studie 1) .......... 271

P. Furchheim, Grüner Materialismus, Markenkommunikation und Beziehungsmarketing,DOI 10.1007/978-3-658-11715-3, © Springer Fachmedien Wiesbaden 2016

Anhang 250

Ausgewählte Beispiele für nachhaltige Konsumalternativen Tabelle 33: Ausgewählte Beispiele für nachhaltige Konsumalternativen

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dmin

enar

beite

r in

Süda

mer

ika

V

eran

twor

tung

svol

ler U

mga

ng m

it de

n R

esso

urce

n

Arte

nsch

utz

N

atür

liche

(org

anis

che)

Inha

ltsst

offe

Ohn

e Ti

erve

rsuc

he

A

utos

mit

Hyb

ridan

trieb

(z.B

. Toy

ota

Priu

s)

El

ektro

auto

(z.B

. BM

W i)

Nut

zung

öff

entli

cher

Ver

kehr

smitt

el a

nsta

tt ei

nes e

igen

en A

utos

Lu

fthan

sa: C

O2-n

eutra

les F

liege

n du

rch

frei

will

ige

Kom

pens

a-tio

n en

twed

er in

For

m v

on G

eld

oder

Prä

mie

nmei

len.

Das

ge

sam

mel

te G

eld

fließ

t in

Klim

asch

utzp

roje

kte.

Flug

-Rei

sebü

ro F

lyG

REE

N

Ecot

our:

ökol

ogis

ches

und

ver

antw

ortu

ngsb

ewus

stes

Rei

sen,

d.

h. M

inim

ieru

ng b

zw.

Ver

mei

dung

mög

liche

r ne

gativ

er A

us-

wirk

unge

n au

f U

mw

elt,

die

loka

le G

emei

nde

sow

ie d

ie W

irt-

scha

ft de

r Rei

sere

gion

. A

usw

ahl e

ines

nac

hhal

tigen

Hot

els

Prod

ukt

Bek

leid

ung

Schm

uck

Fahr

zeug

Öff

entli

che

Ver

kehr

smitt

el

Flug

zeug

Urla

ub

Hot

el

Bra

nche

Mod

e

Kos

met

ik

Mob

ilitä

t

Frei

zeit

Anhang 251

Que

lle

w

ww

.eco

topt

en.d

e/pr

od_k

uehl

en_p

rod.

php

w

ww

.eco

topt

en.d

e/pr

od_w

asch

en_

prod

.php

w

ww

.bam

busm

oebe

l.de/

ww

w.b

iom

oebe

l-gen

ske.

de

w

ww

.har

o.de

w

ww

.bau

biol

ogie

.at/

ww

w.k

litzl

inge

r.de

w

ww

.fros

ch.d

e

ww

w.te

rra-

henk

el.d

e

w

ww

.eis

a.eu

/aw

ard/

19/e

urop

ean

-gre

en-tv

-201

3-20

14.h

tml

w

ww

.nat

uren

ergi

eplu

s.de/

ww

w.li

chtb

lick.

de

Bei

spie

le

G

erät

e m

it ni

edrig

em E

nerg

ieve

rbra

uch

(A++

+)

En

ergi

eeff

izie

nz (A

++ b

zw. A

+++)

Men

gena

utom

atik

(aut

omat

isch

e A

npas

sung

der

Was

ser-

und

Ene

rgie

-m

enge

in A

bhän

gigk

eit v

on d

er B

elad

ung)

Inte

llige

nte

Was

chm

asch

ine

(Anz

eige

des

Wäs

cheg

ewic

hts u

nd e

nt-

s pre

chen

de E

mpf

ehlu

ng fü

r die

Was

chm

ittel

dosi

erun

g)

K

eine

Ver

wen

dung

von

Tro

penh

ölze

rn

B

ambu

smöb

el

W

ohnt

extil

ien

aus o

rgan

isch

er B

aum

wol

le

R

ecyc

elte

Möb

el

V

erw

endu

ng la

ngle

bige

r und

nac

hhal

tiger

Res

sour

cen

o K

ork

oB

ambu

s

Stro

hbal

lenb

au-K

onst

rukt

ione

n

Sola

rarc

hite

ktur

Öko

logi

sche

Rei

nigu

ngsm

ittel

En

ergi

espa

rlam

pen

stat

t kon

vent

ione

lle G

lühl

ampe

n

LED

stat

t Leu

chts

toff

röhr

en

Phili

ps 5

0PFL

2005

(EIS

A G

reen

Aw

ard

2013

-201

4)

R

eduz

ierte

r Ene

rgie

verb

rauc

h

Effiz

ient

er E

insa

tz u

mw

eltre

leva

nter

Mat

eria

lien

Öko

stro

m: W

indk

raft,

Was

serk

raft,

Sol

aren

ergi

e

Prod

ukt

Küh

l- un

d G

e-fr

iers

chrä

nke

Was

chm

asch

inen

Möb

el

Fußb

oden

bela

g

Hau

sbau

Hau

shal

tsre

inig

er

Bel

euch

tung

Fern

sehg

erät

e

Bra

nche

Bau

en u

nd

Woh

nen

Ene

rgie

Anhang 252

Que

lle

w

ww

.wel

lnes

sver

band

.de/

gree

n_sp

a/in

dex.

php

w

ww

.din

egre

en.c

om/

w

ww

.eth

ikba

nk.d

e/

na

tura

lbur

ial.o

rg/

w

ww

.co-

oper

ativ

efoo

d.co

.uk/

w

ww

.gui

doho

f.de

w

ww

.fairt

rade

.de

w

ww

.gre

ento

ys.c

om/

Bei

spie

le

Aus

wah

l des

Wel

lnes

s-A

ngeb

ots u

nter

Ber

ücks

icht

igun

g vo

n Ze

rtifiz

ieru

n-ge

n: „

Gre

en S

pa K

odex

“ (b

zw. G

reen

Spa

Zer

tifiz

ieru

ng) f

ür W

elln

ess-

Anb

iete

r in

Deu

tsch

land

Ze

rtifiz

ieru

ngsk

riter

ien

für D

ine

Gre

en R

esta

uran

ts (i

n de

n U

SA):

o

Was

sere

ffiz

ienz

o

Abf

allre

duzi

erun

g un

d R

ecyc

ling

o N

achh

altig

e In

nene

inric

htun

g o

Nac

hhal

tige

Lebe

nsm

ittel

o

Ener

gies

pars

am

o En

tsor

gung

o

Red

uzie

rung

von

Che

mik

alie

n un

d V

ersc

hmut

zung

Ethi

k B

ank:

Eth

isch

-öko

logi

sche

Giro

kont

en, G

elda

nlag

en u

nd K

redi

te

Gre

ensp

rings

Nat

ural

Cem

eter

y Pr

eser

ve:

Ö

kolo

gisc

he B

esta

ttung

en

na

chha

ltige

Alte

rnat

ive

zu tr

aditi

onel

len

Bes

tattu

ngen

Ö

kolo

gisc

h ab

baub

are

Eink

aufs

tüte

n

The

Co-

Ope

rativ

e Su

perm

arke

t

Kon

zent

ratio

n au

f lok

ale

Zulie

fere

r

Fairt

rade

Pro

dukt

e so

wie

Ber

ücks

icht

igun

g vo

n Ti

ersc

hutz

Mit

dem

Kau

f wer

den

Punk

te g

esam

mel

t, di

e fü

r soz

iale

/loka

le P

ro-

jekt

e ge

spen

det w

erde

n kö

nnen

R

eduz

ieru

ng v

on V

erpa

ckun

gsm

ater

ial

Inte

rnet

käuf

e un

d da

mit

Red

uzie

rung

, der

CO

2-Bel

astu

ng

Änd

erun

g de

r Ein

kauf

stät

te, z

.B. B

ioba

uern

hof

Fa

ir-Tr

ade

Prod

ukte

; Pro

dukt

e lo

kale

r Anb

iete

r

Hol

zspi

elze

ug; N

achh

altig

es S

piel

zeug

Prod

ukt

Spa/

Wel

lnes

s

Res

taur

ants

Ban

ken/

Inve

stm

ent

Bee

rdig

unge

n

Eink

aufs

tüte

n

Supe

rnar

kt

Inte

rnet

käuf

e

Bio

hof

Lebe

nsm

ittel

Spie

lzeu

g

Bra

nche

Die

nstle

istu

ngen

Ein

kauf

s-ve

rhal

ten

Kin

derb

edar

f

Anhang 253

Auswertung der Interviews Tabelle 34: Auswertung der Interviews

Cod

e

1. T

rend

s

1.1

1.1.

1.2

1.2

1.2.

1

Para

phra

sier

ung

Tren

d zu

Öko

Unt

ersc

hied

liche

Typ

en –

ne

ue F

orm

von

Kon

sum

en-

ten

Zwei

Gru

ppen

von

Kun

-de

n.

Die

, die

Qua

lität

wol

len

und

kons

umie

ren,

wei

l G

rün

in is

t. U

nd d

ie, d

ie

sich

bew

usst

ern

ähre

n w

ol-

len

Bew

usst

e K

onsu

men

ten,

ve

rsuc

hen

den

Kon

sum

zu

redu

zier

en

Inha

lt

Wir

habe

n ei

nen

wah

nsin

nige

n K

unde

nzul

auf e

rfah

ren

in d

en le

tzte

n Ja

hren

.

Auf

grun

d de

ssen

, das

s abe

r auc

h in

der

Wer

bung

imm

er m

ehr ü

ber b

ewus

ste

Ernä

hrun

g un

d üb

er B

io b

eric

htet

wird

. Das

s ein

fach

die

Bio

bran

che

eine

n ge

nere

llen

Auf

schw

ung

erha

lten

hat,

gene

rell

in d

en le

tzte

n dr

ei v

ier J

ahre

n. E

inen

gan

z M

assi

ven.

Die

XX

Kun

den

unte

rsch

eide

n si

ch v

ielfa

ch v

on a

nder

en K

unde

n. D

ie X

X si

nd so

ein

bi

ssch

en …

(übe

rlegt

) kom

isch

, wen

n ic

h da

s so

sage

n da

rf.

Zum

and

eren

, was

früh

er fü

r Kun

den

war

en. [

…] U

nd d

as w

aren

so d

iese

ein

gefle

isch

ten

Leut

e, d

ie d

ass v

on A

nfan

g an

ver

folg

t hab

en; S

eit 2

5 Ja

hren

. Das

war

en so

die

ers

ten

Kun

den,

die

hie

r in

die

Filia

le g

ekom

men

sind

. Und

dan

n ha

t sic

h da

s ver

größ

ert.

Und

eb

en ru

mge

spro

chen

, so

dass

wir

mitt

lerw

eile

, das

kan

n ic

h ei

gent

lich

in z

wei

Gru

ppen

te

ilen,

Kun

den

habe

n, z

um e

inen

, die

hau

ptsä

chlic

h ko

mm

en, w

eil s

ie u

nser

e Q

ualit

ät so

sc

hätz

en u

nd u

nser

en N

amen

so sc

hätz

en. D

er in

alle

r Mun

de is

t, w

eil w

ir ja

auc

h in

den

le

tzte

n Ja

hren

vie

l Öff

entli

chke

itsar

beit

betri

eben

hab

en u

nd se

hr st

ark

in d

er P

ress

e ve

r-tre

ten

war

en, b

ei a

llen

Them

en w

o es

eig

entli

ch u

m F

leis

ch u

nd E

thik

und

Tie

rhal

tung

gi

ng. U

nd d

ie e

s ein

fach

schi

ck fi

nden

und

gut

find

en b

ei u

ns e

inka

ufen

zu

gehe

n, d

ie

sich

abe

r vor

rang

ig a

uf u

nser

e Fl

eisc

h un

d W

urst

war

en a

lso

unse

re e

igen

en P

rodu

kte

be-

schr

änke

n. U

nd z

udem

gib

t es b

ei a

ber a

uch

natü

rlich

Kun

den,

früh

er w

aren

es e

her F

a-m

ilien

, jet

zt a

uch

Sing

les,

die

sich

bew

usst

er e

rnäh

ren

und

dadu

rch

auf B

io g

ekom

men

si

nd, a

uch

zum

Tei

l mitt

lerw

eile

Veg

etar

ier,

also

die

auc

h w

egen

dem

and

eren

Sor

timen

t un

d w

egen

den

Dru

mhe

rum

gek

omm

en

Ja sc

hon,

als

o ic

h ve

rmei

de a

uch

Eink

aufe

n in

Sup

erm

ärkt

en, w

eil d

a im

mer

so u

nhei

m-

lich

viel

Ver

pack

ung

drum

ist.

Da

denk

e ic

h au

ch, d

ass e

s nic

ht h

erge

stel

lt w

erde

n m

uss,

um w

egge

schm

isse

n zu

wer

den.

Das

ist m

ir au

ch sc

hon

sehr

wic

htig

. Pap

ierv

erbr

auch

, Pl

astik

verb

rauc

h un

d so

wei

ter..

Pers

on

FL

FL

MA

FL

K1

Anhang 254

Cod

e

1. T

rend

s

1.2.

1

1.2.

2

1.2.

2

1.2.

2

1.2.

2

1.2.

2

Para

phra

sier

ung

Ver

mei

dung

von

Mül

l, W

asse

r spa

rsam

nut

zen,

ni

cht a

lle W

ege

mit

dem

A

uto

fahr

en

Wol

len

eine

rsei

ts B

io, a

n-de

rers

eits

nic

ht im

Sin

ne

von

Nac

hhal

tigke

it

Neu

e A

rt vo

n K

unde

n, d

ie

gern

auf

sich

auf

mer

ksam

m

ache

n m

öcht

en

Nac

hhal

tigke

it is

t nur

zw

eitra

ngig

Nac

hhal

tigke

it nu

r bei

ei-

nige

n Pr

oduk

ten.

Kei

ne

Sens

ibili

sier

ung

bei P

a-pi

erve

rbra

uch

Nur

par

tielle

r grü

ner K

on-

sum

Inha

lt

Kla

r wir

habe

n ei

n A

uto,

wir

nutz

en e

s auc

h. A

ber w

ir fa

hren

auc

h ge

rn m

al m

it de

m F

ahrr

ad. O

der

was

ich

imm

er m

eine

n K

inde

rn sa

g, L

ass n

icht

so v

iel W

asse

r lau

fen,

nim

m n

icht

so v

iel S

eife

. Es

ist n

icht

nur

so, d

ass i

ch B

io e

ssen

will

, wei

l das

für m

eine

n K

örpe

r ges

und

ist,

sond

ern

bei m

ir is

t sc

hon

im H

inte

rkop

f, di

e ga

nzen

Zus

amm

enhä

nge,

die

Um

wel

t, de

r Mül

l, al

so d

as is

t mir

scho

n w

icht

iger

.

Sie

acht

en e

iner

seits

dar

auf,

dass

hal

t alle

s Bio

ist o

der d

ass a

lles w

iede

r ver

wer

tbar

ist,

und

dann

m

öcht

en si

e ab

er tr

otzd

em e

ine

neue

Wur

st a

nges

chni

tten

habe

n. D

as is

t für

mic

h im

mer

noc

h so

ei

n Ph

änom

en. D

as is

t in

ande

ren

Filia

len

nich

t so.

Da

kann

st d

u ru

hig

noch

dei

n En

dstü

ck v

oll a

uf-

schn

eide

n. D

as v

erla

ngen

die

Kun

den

mei

st so

gar.

Abe

r bei

uns

, die

sind

erp

icht

dar

auf,

und

imm

er

das F

risch

este

, das

ist e

cht e

xtre

m b

ei u

ns!

Als

o vi

ele

da re

den

scho

n ei

n w

enig

abg

ehob

en. a

lso

wen

n da

ein

er so

ein

bis

sche

n au

f sic

h au

f-m

erks

am m

ache

n m

öcht

e, d

ann

mac

ht e

r das

auc

h. G

erad

e au

ch b

eim

Met

zger

an

der T

heke

, da

er-

zähl

t er s

chon

, wen

n er

ein

Dar

lehe

n ha

t.

Ich

wür

de sa

gen,

aus

mei

ner S

icht

ist d

en m

eist

en K

unde

n di

e N

achh

altig

keit

rela

tiv e

gal.

Auß

er,

dass

sie

halt

wis

sen,

wen

n si

e ih

re P

rodu

kte

hier

kau

fen,

sind

die

sow

ieso

nac

hhal

tig.

Und

ich

finde

, das

s die

Kun

den

viel

meh

r dar

auf b

edac

ht si

nd, d

ass s

ie B

iopr

oduk

te k

aufe

n. D

ie

sind

nac

hhal

tig u

nd d

as p

asst

so. O

b ic

h je

tzt n

un fü

nf P

apie

re n

ehm

e, o

bwoh

l vie

lleic

ht n

ur e

ins

notw

endi

g ge

wes

en w

äre,

das

ist d

enen

rela

tiv e

gal.

Und

die

es e

infa

ch sc

hick

find

en u

nd g

ut fi

nden

bei

uns

ein

kauf

en z

u ge

hen,

die

sich

abe

r vor

rang

ig

auf u

nser

e Fl

eisc

h un

d W

urst

war

en a

lso

unse

re e

igen

en P

rodu

kte

besc

hrän

ken

Pers

on

K1

MA

MA

MA

MA

FL

Anhang 255

Cod

e

1. T

rend

s

1.2.

2

1.2.

2

1.2.

2

1.2.

2

Para

phra

sier

ung

Nac

hhal

tigke

it is

t nur

zw

eitra

ngig

Alle

s mus

s ein

gepa

ckt

wer

den

Bes

chre

ibun

g de

r Kun

den

Inha

lt

Und

Nac

hhal

tigke

it, w

ie a

uf w

enig

Ver

pack

ung

Wer

t leg

en, i

st Ih

nen

nich

t wic

htig

. Als

o de

r Bio

-G

edan

ke z

ählt

eige

ntlic

h ni

cht g

anz

so.

Abe

r wic

htig

ist,

dass

alle

s ein

gepa

ckt i

st, j

a. D

ie K

unde

n br

inge

n je

tzt a

uch

nich

t ihr

e Ta

sche

n se

lber

mit,

auc

h w

enn

sie

nur e

in p

aar S

chei

ben

Wur

st h

aben

.

Als

o es

sind

die

woh

lhab

ende

ren

Leut

e, d

esw

egen

hat

uns

, um

auf

ihre

Fra

ge n

ochm

al z

urüc

kzu-

kom

men

, die

Wirt

scha

ftskr

ise

auch

nic

ht so

mas

siv

betro

ffen

. Sie

lege

n se

hr v

iel W

ert d

rauf

. Oft

kom

mt a

uch

Hau

sper

sona

l, al

so d

ie k

aufe

n ni

cht i

mm

er se

lber

ein

. Da

ist I

hnen

die

Qua

lität

wic

h-tig

. Die

Mita

rbei

ter u

nd d

er S

ervi

ce is

t ihn

en w

icht

ig. U

nd N

achh

altig

keit,

wie

auf

wen

ig V

erpa

-ck

ung

Wer

t leg

en, i

st Ih

nen

nich

t wic

htig

. Als

o de

r Bio

-Ged

anke

zäh

lt ei

gent

lich

nich

t gan

z so

. Fa

hren

dic

ke A

utos

, die

vie

l Ben

zin

fres

sen,

Von

ihre

r Kle

idun

g, v

on ih

rem

Leb

enss

til, 6

Woc

hen

Mau

ritiu

s, al

so Je

tset

, wie

sie

gekl

eide

t sin

d, is

t nic

ht n

achh

altig

, mit

viel

en M

arke

nsac

hen,

wo

die

Mar

ken

im V

orde

rgru

nd st

ehen

, die

auc

h m

it K

inde

rarb

eit i

n Zu

sam

men

hang

geb

rach

t wer

den

und

solc

he D

inge

. Es g

eht w

irklic

h da

rum

, das

s sie

[XX

] als

Mar

ke se

hen.

So

wie

man

Käf

er o

der

Dal

lmay

r als

Mar

ke si

eht,

wer

den

wir

dann

mit

ihne

n of

t ver

glic

hen.

Sie

sehe

n di

e [X

X] a

ls M

ar-

ke, d

ie fü

r gut

e Q

ualit

ät st

eht u

nd fü

r gut

es G

ewis

sen,

das

s man

sich

auc

h ei

n bi

ssch

en k

auft.

Die

sind

mei

sten

s alle

inst

ehen

d, v

erdi

enen

bes

ser u

nd si

nd in

höh

eren

Pos

ition

en. D

as k

ann

man

sc

hon

klar

diff

eren

zier

en. M

eist

ens e

in b

issc

hen

jüng

er, n

icht

die

älte

ren.

Pers

on

FL

FL

FL

FL

Anhang 256

Cod

e

2. K

onsu

men

tenw

ertt

ypen

2.1

hedo

nist

isch

2.1.

1

2.1.

2

2.1.

2

2.1.

2

2.2

ökon

omis

ch

2.2

2.2

2.2

2.2

2.3

altr

uist

isch

2.3.

1

2.3.

1

Para

phra

sier

ung

Fris

che

ist w

icht

ig

Zube

reitu

ng

Zube

reitu

ng

Rez

epte

aus

taus

chen

Qua

lität

der

Pro

dukt

e

Qua

lität

der

Pro

dukt

e

Qua

lität

der

Pro

dukt

e

Qua

lität

der

Pro

dukt

e

Prod

ukth

erku

nft

Kei

ne M

asse

ntie

rhal

tug

Inha

lt

Uns

ere

Kun

den

sind

scho

n se

hr a

uf F

risch

e au

s, w

enn

ich

das z

um B

eisp

iel m

it an

dere

n Lä

den

verg

leic

he.

Es g

eht m

ehr d

arum

, wie

sie

was

koc

hen

könn

en o

der z

uber

eite

n, w

eil s

ie d

avon

kei

ne A

hnun

g ha

ben,

wen

n di

e H

aush

älte

rin k

eine

Zei

t hat

ode

r nic

ht d

a is

t.

Es g

ibt n

atür

lich

Kun

den,

die

sich

daf

ür in

tere

ssie

ren,

wei

l es i

hre

Leid

ensc

haft

ist.

Abe

r ha

upts

ächl

ich

weg

en d

er Z

uber

eitu

ngsa

rt un

d so

lche

Din

ge.

Mit

dene

n ta

usch

e ic

h au

ch im

mer

Rez

epte

aus

.

Uns

ere

Prod

ukte

sind

ja a

uch

von

herv

orra

gend

er Q

ualit

ät. W

urst

, Fle

isch

, Käs

e. D

as is

t gla

ub

selte

n be

sser

zu

finde

n in

Mün

chen

.

Sie

sehe

n di

e [X

X] a

ls M

arke

, die

für g

ute

Qua

lität

steh

t und

für g

utes

Gew

isse

n, d

ass m

an si

ch

auch

ein

biss

chen

kauf

t.N

aja,

als

o [X

X] h

at ja

her

vorr

agen

de Q

ualit

ät u

nd st

eht f

ür B

io u

nd e

this

ches

Bew

usst

sein

.

Als

o da

bin

ich

auch

ein

Men

sch,

Qua

lität

geh

t vor

Qua

ntitä

t, ic

h ge

be d

a au

ch m

al g

erne

meh

r G

eld

aus.

Ich

bin

jetz

t kei

n M

asse

nkon

sum

ent

Oh

doch

, wie

das

Tie

r geh

alte

n w

urde

. Let

zten

s hat

te ic

h ei

ne K

undi

n, d

ie e

xpliz

it w

isse

n w

ollte

w

o da

s Rin

d je

tzt g

enau

her

kom

mt.

Ethi

sch

korr

ekt v

ielle

icht

auc

h in

dem

Sin

ne, d

ass m

an sa

gt, z

.B. D

iese

Mas

sent

ierh

altu

ng…

Als

o IC

H e

sse

kein

Fle

isch

aus

der

Mas

sent

ierh

altu

ng.

Pers

on

MA

FL

FL

K2

MA

FL

K2

K1

MA

K1

Anhang 257

Cod

e

2.3

altr

uist

isch

2.3.

1

2.3.

1

2.3.

1

2.3.

1

2.3.

1

2.4

sozi

al

2.4.

1

2.4.

1

Para

phra

sier

ung

Kei

ne M

asse

ntie

rhal

tung

Echt

e B

io-P

rodu

kte

(nic

ht

wie

bei

Ald

i)

Gut

es G

efüh

l

Gut

es T

un

Trag

etas

chen

zur

Sig

nalis

ie-

rung

. Wer

den

expl

izit

nach

-ge

frag

t A

uffä

lligk

eit d

er T

asch

en

Sign

alis

ieru

ng n

ach

auße

n

Inha

lt

Wen

n m

an si

eht,

wie

die

Tie

re in

and

eren

Sta

llung

en ir

gend

wo

geha

lten

wer

den,

die

Küh

e.

Ode

r auc

h di

e H

ühne

r in

dies

en e

ngen

Leg

ebat

terie

n. D

as k

ann

man

ech

t nic

ht v

eran

twor

-te

n.

Daf

ür e

ntsc

heid

e w

eiß

ich,

das

s die

Tie

re e

in e

inig

erm

aßen

gut

es L

eben

hat

ten

und

nich

t so

qual

voll

da v

or si

ch h

in v

eget

iere

n m

usst

en. D

as is

t mir

scho

n se

hr w

icht

ig.

Als

o of

fene

Pro

dukt

e be

i [X

X],

wei

l die

sehr

dur

chsi

chtig

sind

, mit

der P

rodu

ktio

n un

d so

w

eite

r, be

i and

eren

Sac

hen.

. Als

o ic

h ka

uf je

tzt k

ein

Bio

-Fle

isch

vom

Ald

i wei

l ich

dan

n au

ch w

iede

r den

ke, w

as is

t das

für e

ine

Art

von

Bio

, ist

das

wirk

lich

so, d

as is

t dan

n ja

auc

h w

iede

r rel

ativ

gün

stig

. W

enn

ich

mei

n Fl

eisc

h be

i [X

X] k

aufe

, hab

e ic

h ei

nfac

h ei

n be

sser

es G

efüh

l, bi

n be

ruhi

gter

irg

endw

ie. U

nd w

enn

man

dan

n di

e ga

nzen

Bei

träge

in d

en M

edie

n si

eht,

was

so in

der

M

asse

ntie

rhal

tung

alle

s pas

sier

t, da

nn w

eiß

man

, das

s man

rich

tig k

auft.

Das

bes

tärk

t dan

n sc

hon

irgen

dwo.

Mit

dem

Ein

kauf

tut m

an ja

nic

ht n

ur e

twas

Gut

es fü

r sic

h un

d se

ine

Fam

ilie,

sond

ern

auch

fü

r die

Um

wel

t.

Die

Kun

den

verla

ngen

oftm

als d

irekt

nac

h un

sere

n Tr

aget

asch

en, o

bwoh

l sie

ihre

eig

ene

eige

ntlic

h au

ch v

on z

u H

ause

als

nac

hhal

tige

Kun

den

mitb

ringe

n kö

nnte

n. E

s kom

mt a

uch

oft v

or, d

ass s

ie n

ach

eine

r wei

tere

n Ta

sche

frag

en, o

bwoh

l ein

e ge

reic

ht h

ätte

. Uns

ere

Ta-

sche

ist,

das m

uss i

ch a

uch

sage

n, sc

hon

rela

tiv a

uffä

llig.

Die

Sch

rift u

nd d

as L

ogo

sieh

t m

an d

a sc

hon

von

der a

nder

en S

traße

nsei

te.

Abe

r man

chm

al, d

urch

das

gro

ße L

ogo,

falle

n si

e sc

hon

auf u

nd w

erde

n sc

hon

als B

ioku

n-de

n un

d [X

X]-

Kun

den

erka

nnt.

Und

das

wol

len

ja sc

hon

eini

ge K

unde

n.

Pers

on

K2

K2

K1

K1

K2

MA

MA

Anhang 258

Cod

e

2.4

sozi

al

2.4.

1.

2.4.

1.

2.4.

2

2.4.

3

2.4.

3

2.4.

3

2.4.

3

Para

phra

sier

ung

Grü

n is

t sch

ick

Dar

über

rede

n

Zeig

en, d

ass m

an e

in

Land

huhn

-Dar

lehe

n ha

t

Sign

alis

ieru

ng

Dar

über

rede

n. Z

ugeh

örig

-ke

it zu

r Pee

rgro

up d

e-m

onst

riere

n

Dar

über

rede

n. P

ositi

ve

Imag

esig

nalis

ieru

ng

Inha

lt

Ode

r auc

h m

it de

n Tr

aget

asch

en. W

irklic

h je

der w

ill e

ine

Trag

etas

che.

Wen

n w

irklic

h al

le

ihre

eig

enen

Tra

geta

sche

n m

itneh

men

wür

den,

dan

n br

äuch

ten

wir

gar k

eine

Pap

ierta

sche

n zu

m B

eisp

iel.

Als

o di

e Pa

pier

tasc

hen

gut,

wei

l sie

nic

hts k

oste

n un

d w

eil e

s sch

ick

ist,

unse

r Log

o sp

azie

-re

n zu

trag

en.

Abe

r es g

ibt a

uch

Leut

e, d

ie si

ch d

amit

scho

n pr

ofili

eren

wol

len,

wei

l es e

infa

ch In

und

sc

hick

ist,

in d

er B

io-S

zene

zu

sein

und

da

was

zu

wis

sen.

Doc

h, d

a re

den

die

scho

n ge

rn d

rübe

r [üb

er d

as L

andh

uhn

Dar

lehe

n]

Ger

ade

auch

bei

m M

etzg

er a

n de

r The

ke, d

a er

zähl

t er s

chon

, wen

n er

ein

Dar

lehe

n ha

t. Ic

h gl

aube

scho

n, d

ass v

iele

Kun

den

dam

it ze

igen

wol

len:

„H

ier s

chau

t her

, ich

kau

fe b

ei

„[X

X]“

. Da

gibt

’s sc

hon

eini

ge.

Ode

r let

zten

s im

Gol

fclu

b. D

ie h

atte

n ja

ein

e B

io-W

oche

, wo

ich

das L

endc

hen

prob

iert

hatte

. Da

ging

es a

m S

onnt

agst

isch

dan

n au

ch m

al u

m e

this

ches

Bew

usst

sein

und

Bio

. Das

is

t als

o sc

hon

ein

Them

a. Ja

. Und

wen

n w

ir am

Son

ntag

nic

ht b

eim

Gol

fen

sind

, dan

n tre

f-fe

n w

ir un

s des

Öfte

ren

auch

im B

istro

da

bei [

XX

].

Wie

wic

htig

? (ü

berle

gt) N

aja,

als

o [X

X] h

at ja

her

vorr

agen

de Q

ualit

ät u

nd st

eht f

ür B

io u

nd

ethi

sche

s Bew

usst

sein

. Dam

it m

uss m

an ja

jetz

t nic

ht u

nbed

ingt

hin

term

Ber

g ha

lten.

Ok,

es

ist n

atür

lich

nich

t so,

das

s ich

jetz

t alle

n la

utha

ls e

rzäh

le, w

o ic

h m

eine

Wur

st u

nd m

eine

Ä

pfel

ein

kauf

e. A

ber w

enn

man

auf

das

The

ma

Ernä

hrun

g od

er E

inka

ufen

kom

mt,

dann

er

zähl

e ic

h da

s sch

on. W

ieso

nic

ht?

Pers

on

MA

MA

FL

MA

MA

K2

K2

Anhang 259

Cod

e

2.4

sozi

al

2.4.

4.1

2.4.

4.2

2.4.

4.2

2.4.

4.3

2.4.

5

Para

phra

sier

ung

Diff

eren

zier

ung,

m

oral

isch

e Ü

berle

genh

eit

Diff

eren

zier

ung

von

Öko

s Ö

kos h

aben

kei

nen

Stil.

Id

entit

ätsk

onst

rukt

ion

Diff

eren

zier

ung

von

Öko

s.

Opt

imal

Dis

tinct

iven

ess

Iden

tität

skon

stru

ktio

n Se

ltenh

eit v

on P

rodu

kten

Inha

lt

Es g

ibt s

chon

gen

ug L

eute

, die

auf

Mas

se e

inka

ufen

und

kop

flos.

Da

möc

hte

ich

nich

t noc

h m

it de

m

Stro

m m

itsch

wim

men

.

Als

Öko

? (e

twas

ers

chro

cken

) Hm

.. A

lso,

nei

n, a

ls „

Öko

“ w

ürde

ich

mic

h gl

aube

ich

nich

t bez

eich

nen.

D

iese

r Beg

riff i

st d

och

sow

ieso

irge

ndw

ie v

eral

tet.

Ich

sehe

mic

h vi

elm

ehr a

ls e

ine

neue

, ja

viel

meh

r sc

hon

als e

ine

neue

Gen

erat

ion

von

ökol

ogis

ch b

ewus

sten

Men

sche

n. M

it „Ö

kos“

ver

bind

e ic

h da

ir-

gend

wie

so L

eute

, die

fern

ab v

on d

er n

orm

alen

Ziv

ilisa

tion

lebe

n. S

o m

it di

esen

ged

reht

en H

aare

n.

Wie

hei

ßen

die

noch

mal

? I:

Ich

glau

be, S

ie m

eine

n D

read

lock

s?

IP: J

a, g

enau

die

! Als

o so

was

, nei

n, d

as w

äre

ja g

ar n

icht

s für

mic

h. M

eine

Fre

unde

und

mei

ne F

ami-

lie, w

ir ac

hten

da

scho

n se

hr a

uf u

nser

Aus

sehe

n. G

epfle

gt a

uszu

sehe

n is

t sch

on se

hr w

icht

ig fi

nde

ich.

Man

mus

s nic

ht so

schl

imm

rum

renn

en, u

nd k

ann

denn

och

etw

as fü

r die

Um

wel

t tun

und

sich

et

hisc

h be

wus

st le

ben.

Als

o al

s das

mit

den

Öko

s so

ein

biss

chen

mod

ern

gew

orde

n is

t. W

aren

das

ja m

eist

ens w

irklic

h ei

n bi

ssch

en so

.. (la

cht).

. ein

bis

sche

n „Ö

kos“

hal

t. A

lso

die

dann

hal

t irg

endw

ie m

eist

ens V

eget

arie

r w

aren

und

dan

n au

ch v

on d

er K

leid

ung

her,

Lein

en, u

nges

chm

inkt

mei

sten

s. A

lso

das j

etzt

bin

ICH

w

iede

rum

nic

ht! A

lso

auf m

ein

Äuß

eres

lege

ich

scho

n W

ert.

[bet

ont]

Das

ist m

ir sc

hon

wic

htig

. In-

sofe

rn b

in ic

h ke

in „

Öko

“ so

nder

n B

iokä

ufer

.

Ich

mus

s daz

u sa

gen,

das

s es u

ns je

tzt n

icht

wirk

lich

schl

echt

geh

t und

da

kann

man

scho

n da

s Gel

d au

sgeb

en fü

r teu

rere

Pro

dukt

e. D

afür

erh

ält m

an ja

auc

h se

hr g

ute

Prod

ukte

mit

hohe

r Qua

lität

, und

au

ßerd

em g

ibt e

s die

auc

h ni

cht ü

bera

ll. Ic

h se

he m

ich

also

nic

ht a

ls „

Öko

“, n

ein.

Ich

bin

eher

ein

na

chha

ltige

r Bür

ger,

der a

uf si

ch u

nd se

ine

Fam

ilie

Ach

t gib

t. U

nd a

uch

beso

nder

s auf

das

, was

wir

esse

n. W

ir le

ben

scho

n ge

sund

und

kau

fen

jetz

t nic

ht b

ei A

ldi o

der M

cDon

alds

ein

.

Und

zw

ar g

ibt m

an e

in D

arle

hen

an [X

X].

Uns

ere

Land

hühn

er k

ann

man

schl

acht

en a

ber d

ie le

gen

auch

Eie

r. D

as is

t gan

z se

lten.

Die

Kun

den

beza

hlen

für e

in D

arle

hen

glau

be ic

h so

300

Eur

o an

le-

gen

und

dafü

r bek

omm

en si

e fü

r 10

Jahr

e la

ng e

inen

Wer

tgut

sche

in v

on ü

ber 4

0 Eu

ro. D

as is

t was

ei

nzig

artig

es, d

as g

ibt e

s son

st n

irgen

dwo.

Pers

on

K2

K2

K1

K2

MA

Anhang 260

Cod

e

2.4

sozi

al

2.4.

6

2.4.

6

2.4.

7

2.4.

7

2.4.

7

2.4.

7

Para

phra

sier

ung

Zuge

hörig

keit

Zuge

hörig

keit

Hun

de a

ls S

tatu

ssym

bol

Aut

os a

ls S

tatu

ssym

bole

G

renz

en d

er N

achh

altig

-ke

it

Aut

os u

nd P

erso

nal a

ls

Stat

ussy

mbo

l

Neb

en d

em H

ybrid

Aut

o w

ird e

in B

WW

X5

(Ge-

länd

efah

rzeu

g) g

efah

ren

Inha

lt

Eige

ntlic

h ka

ufen

die

mei

sten

mei

ner F

reun

dinn

en b

ei [X

X] i

hre

Wur

st o

der B

rot u

nd d

ie a

nder

en

Sach

en.

Im B

istro

hab

e ic

h au

ch a

nder

e Fr

auen

ken

neng

eler

nt. A

uch

durc

h di

e B

irgit.

Mitt

lerw

eile

tref

fen

wir

uns s

chon

alle

rege

lmäß

ig d

a. W

ir si

nd sc

hon

fast

wie

so e

ine

klei

ne F

amili

e. M

an k

ennt

sich

un

d tri

fft s

ich

rege

lmäß

ig.

Und

vie

le u

nser

er K

unde

n ko

mm

en m

it ih

ren

Hun

den.

Als

o H

unde

hab

en si

e au

ch o

ft. Ic

h gl

aub

auch

Ras

sehu

nde.

Auf

jede

n Fa

ll se

hen

sie

edel

und

gep

flegt

aus

. Wie

so g

röße

re Ja

gdhu

nde.

Als

o be

im A

uto,

das

beo

bach

te ic

h da

nn e

her s

elte

n. Ic

h in

tere

ssie

re m

ich

nich

t so

sehr

daf

ür. A

ber

es g

ibt s

chon

so e

xtre

me.

Ich

habe

jetz

t kür

zlic

h ei

nen

Ben

tley,

gla

ube

ich,

ges

ehen

vor

uns

erer

Tür

. D

ie m

ache

n ke

inen

Heh

l dru

m, d

ie p

rotz

en re

gelre

cht d

amit.

Mei

st p

arke

n si

e au

f dem

Bür

gers

teig

di

rekt

vor

dem

Lad

en u

nd b

lock

iere

n de

n G

eh-u

nd R

adw

eg. D

ie m

eist

en fa

hren

sow

ieso

Mer

cede

s od

er B

MW

. Als

o du

sieh

st je

tzt i

rgen

dwie

kau

m m

al e

inen

Kle

inw

agen

. Ich

mus

s des

Öfte

ren

auch

m

al d

ie T

rage

tüte

n m

it zu

m A

uto

brin

gen.

Wen

n di

e Sa

chen

zu

schw

er w

aren

. Zum

Bei

spie

l bei

der

Fr

au D

., di

e fä

hrt i

mm

er P

orsc

he, z

um B

eisp

iel.

Ja, a

lso

im G

rund

e si

nd d

ie K

unde

n sc

hon

ganz

gut

be

tuch

t. A

lso

bei u

ns so

wie

so e

xtre

m. W

irklic

h, b

ei a

nder

en M

ärkt

en h

at m

an a

uch

viel

meh

r und

kl

eine

re K

unde

n, so

Lau

fkun

dsch

aft.

Bei

uns

sind

es d

ann

scho

n m

ehr d

ie S

tam

mku

nden

. Und

bei

un

s ist

es h

alt d

as P

robl

em, d

ass d

ie S

tadt

die

Fah

rrad

weg

e ve

rgrö

ßert

hat u

nd u

ns d

esw

egen

die

Pa

rkpl

ätze

weg

geno

mm

en h

at. U

nd d

a re

gen

sich

die

Kun

den

scho

n öf

ter a

uf.

Mar

kenk

leid

ung,

gro

ße A

utos

, Per

sona

l. D

ie h

aben

eig

entli

ch a

lle P

erso

nal,

auch

wen

n si

e se

lber

ei

nkau

fen.

Woh

nung

seig

entu

m o

ft, a

ber w

eiß

ich

ja n

icht

imm

er.

Ja, e

s ist

ein

BM

W, A

ctiv

e H

ybrid

, ein

5er

. Als

o au

ch u

mw

elts

chon

end.

Dur

ch d

en H

ybrid

-Ant

rieb.

G

ut, d

as w

ar v

ielle

icht

ein

bis

sche

n te

urer

, abe

r mei

nem

Man

n un

d m

ir is

t es d

as sc

hon

Wer

t. B

MW

is

t sch

on e

ine

hoch

wer

tige

Mar

ke u

nd st

ellt

ja a

uch

wirk

lich

gute

Aut

os h

er. W

ir fa

hren

nur

BM

W.

Naj

a, w

ir w

echs

eln

die

Aut

os a

b un

d zu

. Ich

hab

e je

tzt n

icht

imm

er d

en 5

er. D

er a

nder

e, a

chso

, das

is

t ein

X5.

Das

ist e

her s

o ei

n G

elän

dew

agen

. Den

neh

me

ich

dann

, wen

n m

ein

Man

n de

n an

dere

n ha

t.

Pers

on

K2

K2

MA

MA

FL

K2

Anhang 261

Aufgabenstellung im Rahmen des Scrambled Sentence Test

Anhang 262

Beispiel Pretest 2 – Bestimmung von Persönlichkeitsmerkalen

In the following you will see several products and a brief description. Please read the description of each product carefully. Then try to project yourself into the situation as far as possible until you can more or less describe the person who purchased the prod-ucts.

Below you find a list of personality traits. Please indicate to which extent they describe the personality of the person. This is a test to see how well you can size up an individ-ual’s personality on the basis of little information.

Arabica Organic Coffee (1,5 lbs) ($14): 100% Organic & Fair Trade Certified Arabica coffee from Columbia Coffee will be roasted at the farm and shipped to customers The coffee comes in a recyclable, glassine lined, kraft bag.

A person who owns this product is…

not at all extremely 1 2 3 4 5 6 7 8 9

…smart …nice …optimistic …kind …perceptive …generous …ethical …caring …helpful …competent …fashionable …humble …ambitious …reliable …enthusiastic …intelligent …cultured

Anhang 263

Aufgabenstellung Memory Test (Studie 1)

Anhang 264

Ablenkungsaufgabe (Studie 1)

Anhang 265

Übersicht über bisherige Operationalisierungen von Materialismus Tabelle 35: Operationalisierungsansätze von Materialismus

Ang

ewan

dt v

on

Bel

k 19

85);

Lynn

& H

arris

(199

7); O

'Gui

nn &

Fa

ber (

1989

); O

'Gui

nn &

Shr

um (1

997)

Ope

ratio

nalis

ieru

ng

5 po

int R

atin

g Sc

ale

(1 =

Str

ongl

y di

sagr

ee to

5 =

Str

ongl

y ag

ree)

Poss

essiv

enes

s 1.

R

entin

g or

leas

ing

a ca

r is m

ore

appe

alin

g to

me

than

ow

ning

one

.*

2.

I ten

d to

han

g to

thin

gs I

shou

ld p

roba

bly

thro

w o

ut.

3.

I get

ver

y up

set i

f som

ethi

ng is

stol

en fr

om m

e, e

ven

if it

has l

ittle

mon

e-ta

ry v

alue

. 4.

I d

on’t

get p

artic

ular

y up

set w

hen

I los

e th

ings

. *

5.

I am

less

like

ly th

an m

ost p

eopl

e to

lock

thin

gs u

p. *

6.

I w

ould

rath

er b

uy so

met

hing

I ne

ed th

an b

orro

w it

form

som

eone

els

e.

7.

I wor

ry a

bout

peo

ple

taki

ng m

y po

sses

sion

s. 8.

W

hen

I tra

vel I

like

to ta

ke a

lot o

f pho

togr

aphs

. 9.

I n

ever

dis

card

old

pic

ture

s or s

naps

hots

.

Non

gene

rosit

y 1.

I e

njoy

hav

ing

gues

ts st

ay in

my

hom

e. *

2.

I e

njoy

shar

ing

wha

t I h

ave.

*

3.

I don

’t lik

e to

lend

thin

gs, e

ven

to g

ood

frie

nds.

4.

It m

akes

sens

e to

buy

a la

wnm

ower

with

a n

eigh

bor a

nd sh

are

it.*

5.

I don

’t m

ind

givi

ng ri

des t

o th

ose

who

don

’t ha

ve a

car

.*

6.

I don

’t lik

e to

hav

e an

yone

in m

y ho

me

whe

n I’

m n

ot th

ere.

7.

I e

njoy

don

atin

g th

ings

to c

harit

y. *

Envy

1.

I a

m b

othe

red

whe

n I s

ee p

eopl

e w

ho b

uy a

nyth

ing

they

wan

t. 2.

I d

on’t

know

any

one

who

se sp

ouse

or s

tead

y da

te I

wou

ld li

ke to

hav

e as

m

y ow

n.*

3.

Whe

n fr

iend

s do

bette

r tha

n m

e in

com

petit

ion

it us

ually

mak

es m

e ha

p-py

for t

hem

. *

4.

Peop

le w

ho a

re v

ery

wea

lthy

ofte

n fe

el th

ey a

re to

o go

od to

talk

to a

v-er

age

peop

le.

5.

Ther

e ar

e ce

rtain

peo

ple

I wou

ld li

ke to

trad

e pl

ace

with

. 6.

W

hen

frie

nds h

ave

thin

gs I

cann

ot a

ffor

d it

both

ers m

e.

7.

I don

’t se

em to

get

wha

t is c

omin

g to

me.

8.

W

hen

Hol

lyw

ood

star

s or p

rom

inen

t pol

itici

ans h

ave

thin

gs st

olen

fr

om th

em I

real

ly fe

el so

rry

for t

hem

.*

Aut

or (J

ahr)

(Bel

k 19

84)

Mat

eria

lism

scal

e

Anhang 266

Ang

ewan

dt v

on

Ahu

via

& W

ong

2002

, 199

5); M

cCul

loug

h,

Emm

ons &

Tsa

ng (2

002)

; Sch

roed

er &

Dug

al

(199

5); W

ong

(199

7)

Ope

ratio

nalis

ieru

ng

5 po

int R

atin

g Sc

ale

(1 =

Str

ongl

y di

sagr

ee to

5 =

Str

ongl

y ag

ree)

New

Non

gene

rosit

y Su

bsca

le

1.

I enj

oy d

onat

ing

thin

gs fo

r cha

rity.

* 2.

I e

njoy

shar

ing

wha

t I h

ave.

* 3.

I e

njoy

don

atin

g th

ings

to th

e ne

edy.

4.

I d

on’t

like

to le

nd th

ings

, eve

n to

goo

d fr

iend

s. 5.

W

hen

frie

nds d

o be

tter t

han

me

in a

com

petit

ion

it us

ually

mak

es

me

feel

hap

py fo

r the

m.*

6.

I e

njoy

hav

ing

peop

le I

like

stay

in m

y ho

me.

* 7.

W

hen

frie

nds h

ave

thin

gs I

cann

ot a

ffor

d it

both

ers m

e.

8.

I wor

ry a

bout

peo

ple

taki

ng m

y po

sses

sion

s. 9.

I d

on’t

min

d gi

ving

ride

s to

thos

e w

ho d

on’t

have

a c

ar.*

New

Pos

sess

iven

ess s

ubsc

ale

1.

I get

ver

y up

set i

f som

ethi

ng is

stol

en fr

om m

e, e

ven

if it

has l

ittle

m

onet

ary

valu

e.

2.

I don

’t lik

e to

hav

e an

yone

in m

y ho

me

whe

n I’

m n

ot th

ere.

3.

I d

on’t

get p

artic

ular

y up

set w

hen

I los

e th

ings

.*

4.

I am

less

like

ly th

an m

ost p

eopl

e to

lock

thin

gs u

p.*

New

Env

y Su

bsca

le

1.

I don

’t se

em to

get

wha

t is c

omin

g to

me.

2.

Pe

ople

who

are

ver

y w

ealD

ithy

ofte

n fe

el th

ey a

re to

o go

od to

ta

lk to

ave

rage

peo

ple.

3.

If

I ha

ve to

cho

ose

betw

een

buyi

ng so

met

hing

for m

ysel

f ver

sus

for s

omeo

ne I

love

, I w

ould

pre

fer b

uyin

g fo

r mys

elf.

4.

I am

bot

here

d w

hen

I see

peo

ple

who

buy

any

thin

g th

ey w

ant.

5.

Ther

e ar

e ce

rtain

peo

ple

I wou

ld li

ke to

trad

e pl

ace

with

.

Pres

erva

tion

subs

cale

1.

I l

ike

to c

olle

ct th

ings

. 2.

I h

ave

a lo

t of s

ouve

nirs

. I t

end

to h

ang

on to

thin

gs I

shou

ld p

roba

bly

thro

w o

ut.

Aut

or (J

ahr)

Ger

& B

elk

(199

6)

Anhang 267

Ang

ewan

dt v

on

Ahu

via

& W

ong

1995

, 200

2); B

aner

jee

&

McK

eage

(199

4); B

row

ne &

Kal

denb

erg

(199

7);B

urro

ughs

& R

indf

leis

ch 1

997,

200

2);

Cha

ng &

Ark

in (2

002)

; Chr

isto

pher

, Sal

iba

&

Dea

dmar

sh (2

009,

6-p

oint

ratin

g sc

ale)

; Chr

is-

toph

er e

t al.

(200

4); C

hris

toph

er &

Sch

lenk

er

(200

4); D

ittm

ar &

Pep

per (

1994

, 7-p

oint

ratin

g sc

ale)

; Ditt

mar

(200

8); E

astm

an e

t al.

(199

7);

Hen

nigs

et a

l. (2

012)

; Kilb

ourn

e &

Pic

kett

(200

8, o

nly

9 of

the

18 it

ems)

; Kilb

ourn

e &

La

Forg

e (2

010,

onl

y 9

item

s); K

ilbou

rne,

G

rünh

agen

& F

oley

(200

5, o

nly

9 ite

ms)

; M

cCul

loug

h, E

mm

ons &

Tsa

ng (2

002)

; Mic

k (1

996)

; Mill

ar &

Tho

mas

(200

9); M

uncy

&

East

man

(199

8); O

pree

, Bui

jzen

& V

alke

nbur

g (2

012,

4-p

oint

ratin

g sc

ale)

; Ric

hins

(199

4a,

2011

, 201

3); R

indf

leis

ch, B

urro

ughs

& D

ento

n 19

97; R

ober

ts &

Tan

ner J

r. (2

005)

; Wan

g &

W

alle

ndor

f (20

06);

Wat

son

(199

8, 2

003)

; Wie

-dm

ann,

Hen

nigs

& S

iebe

ls (2

009;

Won

g (1

997)

; Won

g, R

indf

leis

ch &

Bur

roug

hs (2

003)

Ope

ratio

nalis

ieru

ng

5 po

int R

atin

g Sc

ale

(1 =

Str

ongl

y di

sagr

ee to

5 =

Str

ongl

y ag

ree)

Succ

ess

1.I a

dmire

peo

ple

who

ow

n ex

pens

ive

hom

es, c

ars,

and

clot

hes (

15,

9, 6

, 3)

2.So

me

of th

e m

ost i

mpo

rtant

ach

ieve

men

ts in

life

incl

ude

acqu

ir-in

g m

ater

ial p

osse

ssio

ns. (

15)

3.I d

on’t

plac

e m

uch

emph

asis

on

the

amou

nt o

f mat

eria

l obj

ects

peop

le o

wn

as a

sign

of s

ucce

ss.*

(15)

4.

The

thin

gs I

own

say

a lo

t abo

ut h

ow w

ell I

’m d

oing

in li

fe. (

15,

9, 6

) 5.

I lik

e to

ow

n th

ings

that

impr

ess p

eopl

e. (1

5, 9

)6.

I don

’t pa

y m

uch

atte

ntio

n to

the

mat

eria

l obj

ects

oth

er p

eopl

eow

n.*

Cent

ralit

y 1.

I usu

ally

buy

onl

y th

e th

ings

I ne

ed.*

2.I t

ry to

kee

p m

y lif

e si

mpl

e, a

s far

as p

osse

ssio

ns a

re c

once

rned

.*(1

5,9)

3.Th

e th

ings

I ow

n ar

en’t

all t

hat i

mpo

rtant

to m

e.*

(15)

4.I e

njoy

spen

ding

mon

ey o

n th

ings

that

are

n’t p

ract

ical

.5.

Buy

ing

thin

gs g

ives

me

a lo

t of p

leas

ure.

(15,

9, 6

)6.

I lik

e a

lot o

f lux

ury

in m

y lif

e. (1

5, 9

, 6, 3

)7.

I put

less

em

phas

is o

n m

ater

ial t

hing

s tha

n m

ost p

eopl

e do

.* (1

5)

Hap

pine

ss

1.I h

ave

all t

he th

ings

I re

ally

nee

d to

enj

oy li

fe.*

(15)

2.M

y lif

e w

ould

be

bette

r if I

ow

ned

certa

in th

ings

I do

n’t h

ave.

(15,

9, 6

)3.

I wou

ldn’

t be

any

happ

ier i

f I o

wne

d ni

cer t

hing

s.* (1

5)4.

I’d

be h

appi

er if

I co

uld

affo

rd to

buy

mor

e th

ings

. (15

, 9, 6

, 3)

It so

met

imes

bot

hers

me

quite

a b

it th

at I

can’

t aff

ord

to b

uy a

llth

e th

ings

I’d

like.

(15,

9)

Aut

or (J

ahr)

Ric

hins

& D

awso

n (1

992)

M

ater

ial V

alue

Sca

le

(MV

S)

Anhang 268

Ang

ewan

dt v

on

Car

r & V

igno

les (

2011

, 7-p

oint

ratin

g sc

ale)

; K

arab

ati &

Cem

alci

lar (

2010

); K

ashd

an &

Bre

en

(200

7); R

ichi

ns (2

013)

; Rob

erts

& C

lem

ent

(200

7); S

hrum

, Bur

roug

hs &

Rin

dfle

isch

(200

5)

Felix

& G

arza

(201

2); R

idgw

ay, K

ukar

-Kinney

& M

onro

e (2

008)

; Rin

dfle

isch

, Bur

roug

hs &

W

ong

(200

9)

Cha

n &

Pre

nder

gast

(200

7); C

han

& P

rend

erga

st

(200

8); H

udde

rs &

Pan

dela

ere

(201

2); N

etem

eyer

et

al.

(199

8); S

trizh

akov

a &

Cou

lter (

2013

) B

aner

jee

& D

ittm

ar (2

008)

; Cha

plin

& Jo

hn

(200

7); C

hapl

in &

John

(201

0, sc

ale

mod

ified

to

Yes

/No

answ

ers)

Ope

ratio

nalis

ieru

ng

Item

s mit

dem

Zus

atz

(15)

aus

der

Mat

eria

l Val

ue S

cale

Item

s mit

dem

Zus

atz

(9) a

us d

er M

ater

ial V

alue

Sca

le

Item

s mit

dem

Zus

atz

(6) a

us d

er M

ater

ial V

alue

Sca

le

4 po

int R

atin

g Sc

ale

(1 =

I di

sagr

ee a

lot

to 4

= I

agre

e a

lot)

1.

I’d

rath

er sp

end

time

buyi

ng th

ings

, tha

n do

ing

alm

ost a

nyth

ing

else

. 2.

I w

ould

be

happ

ier i

f I h

ad m

ore

mon

ey to

buy

mor

e th

ings

for m

ysel

f. 3.

I h

ave

fun

just

thin

king

of a

ll th

e th

ings

I ow

n.

4.

I rea

lly e

njoy

goi

ng sh

oppi

ng.

5.

I lik

e to

buy

thin

gs m

y fr

iend

s hav

e.

6.

Whe

n yo

u gr

ow u

p, th

e m

ore

mon

ey y

ou h

ave,

the

happ

ier y

ou a

re.

7.

I’d

rath

er n

ot sh

are

my

snac

ks w

ith o

ther

s if i

t mea

ns I’

ll ha

ve le

ss fo

r m

ysel

f. 8.

I w

ould

love

to b

e ab

le to

buy

thin

gs th

at c

ost l

ots o

f mon

ey.

9.

I rea

lly li

ke th

e ki

ds th

at h

ave

very

spec

ial g

ames

or c

loth

es.

10. T

he o

nly

kind

of j

ob I

wan

t whe

n I g

row

up

is o

ne th

at g

ets m

e a

lot o

f m

oney

.

Aut

or (J

ahr)

Ric

hins

(200

4)

MV

S Sh

ort S

cale

15

item

s

9 ite

ms

6 ite

ms

Gol

dber

g et

al.

(200

3)

You

th M

ater

ial V

alue

Sc

ale

Anhang 269

Ang

ewan

dt v

on

Bro

wn

& K

asse

r (20

05);

Car

ver &

Bai

rd

(199

8); K

asse

r & R

yan

(199

6); K

asse

r & S

hel-

don

(200

0); K

asse

r & G

row

Kas

ser (

2001

); K

asse

r & A

huvi

a (2

002)

; Gol

dsm

ith &

Cla

rk

(201

2); S

held

on &

McG

rego

r (20

00)

Ope

ratio

nalis

ieru

ng

5 po

int R

atin

g Sc

ale

(1 =

Str

ongl

y di

sagr

ee to

5 =

Str

ongl

y ag

ree)

Self-

Acce

ptan

ce

1.

You

will

be

the

one

in c

harg

e of

you

r life

.a 2.

A

t the

end

of y

our l

ife y

ou w

ill lo

ok b

ack

on y

our l

ife a

s mea

ning

ful

and

com

plet

e. a

3.

You

will

dea

l eff

ectiv

ely

with

pro

blem

s tha

t com

e up

in y

our l

ife. a

4.

Y

ou w

ill k

now

and

acc

ept w

ho y

ou re

ally

are

. a

Affil

iatio

n 1.

Y

ou w

ill h

ave

good

frie

nds t

hat y

ou c

an c

ount

on.

2.

Y

ou w

ill h

ave

peop

le w

ho c

are

abou

t you

and

are

supp

ortiv

e.

3.

You

will

kno

w p

eopl

e th

at y

ou c

an h

ave

fun

with

. 4.

Y

ou w

ill h

ave

a co

uple

of g

ood

frie

nds t

hat y

ou c

an ta

lk to

abo

ut

pers

onal

thin

gs.

5.

You

will

shar

e yo

ur li

fe w

ith so

meo

ne y

ou lo

ve. a

6.

Y

ou w

ill b

e m

arrie

d to

one

per

son

for l

ife. a

7.

Y

ou w

ill h

ave

child

ren.

Com

mui

nity

feel

ing

1.

You

will

wor

k to

mak

e th

e w

orld

a b

ette

r pla

ce.

2.

You

will

hel

p ot

hers

impr

ove

thei

r liv

es.

3.

You

will

hel

p pe

ople

in n

eed.

4.

Y

ou w

ill d

onat

e tim

e or

mon

ey to

cha

rity.

a

5.

You

will

wor

k fo

r the

bet

term

ent o

f soc

iety

. a

6.

You

will

teac

h ot

hers

the

thin

gs th

at y

ou k

now

. a

7.

You

will

par

ticip

ate

in so

cial

or p

oliti

cal m

ovem

ents

.

Fina

ncia

l Suc

cess

1.

Y

ou w

ill b

uy th

ings

just

bec

ause

you

wan

t the

m.

2.

You

will

be

finan

cial

ly su

cces

sful

. 3.

Y

ou w

ill b

e yo

ur o

wn

boss

. 4.

Y

ou w

ill h

ave

a jo

b w

ith h

igh

soci

al st

atus

. a

5.

You

will

hav

e a

job

that

pay

s wel

l. a

Aut

or (J

ahr)

Kas

ser

& R

yan

(199

3)

Asp

irat

ion

Inde

x

Anhang 270

Ang

ewan

dt v

on

Cha

plin

& Jo

hn (2

010)

; Par

k &

John

(201

1)

Anm

erku

ng: *

um

geke

hrt k

odie

rte It

ems,

a Ite

ms b

elon

g to

the

shor

t ver

sion

Ope

ratio

nalis

ieru

ng

Parti

cipa

nts w

ere

aske

d to

con

struc

t a c

olla

ge to

ans

wer t

he q

uesti

on:

Wha

t mak

es m

e ha

ppy?

Pict

ures

with

mat

eria

l goo

ds (i

.e. b

rand

nam

es, m

oney

) and

non

mat

eria

l-is

tic se

ntim

ents

(i.e

. my

best

frie

nd)

In A

nleh

nung

an

Ric

hins

und

Daw

son

(199

2) S

kala

1.En

joy

buyi

ng e

xpen

sive

thin

gs.

2.En

joy

owni

ng lu

xurio

us th

ings

.3.

My

poss

essi

ons a

re im

porta

nt to

my

happ

ines

s.4.

Acq

uirin

g va

luab

le th

ings

is im

porta

nt to

me.

Like

to o

wn

nice

thin

gs m

ore

than

mos

t peo

ple.

Aut

or (J

ahr)

Cha

plin

& J

ohn

(200

7)

Col

lage

tech

niqu

e fo

r ad

oles

cent

s

Mow

en &

Spe

ars

(199

9)

Anhang 271

Ergebnisse der multiplen moderierten Regression (Produkt Kaffee, Studie 1) Tabelle 36: Ergebnis der multiplen (moderierten) Regression (Produkt: Kaffee, Studie 1)

Effekt b t-Wert p Modell 1 (lineare Beziehung mit Haupteffekten) Konstante 5,3245 13,454 0,000 Selten -0,023 -0,48 0,962 Grün 0,185 0,385 0,701 Materialismus -0,125 -0,377 0,706 Modell 2 (lineare Beziehung mit Interaktion) Konstante 5,7646 12,829 0,000 Selten -0,892 -1,279 0,203 Grün -0,663 -1,017 0,311 Materialismus -0,341 -0,662 0,509 Selten*Grün 1,893 1,946 0,054 Selten*Mat. 0,035 0,037 0,970 Grün*Mat 0,337 0,399 0,690 Selten*Grün*Mat 0,812 0,575 0,566 Modell 3 (quadratische Beziehung) Konstante 4,957 5,027 0,000 Selten -0,089 -0,109 0,914 Grün -0,794 -0,913 0,363 Materialismus -0,290 -0,564 0,573 Selten*Grün 1,090 0,922 0,358 Selten*Mat. 1,584 1,364 0,175 Grün*Mat 0,298 0,356 0,723 Selten*Grün*Mat -0,471 -0,303 0,763 Mat² 0,705 1,352 0,179 Selten*Mat² -2,564 -2,414 0,017 Grün*Mat² -0,110 -0,105 0,916 Selten*Grün*Mat² 3,426 2,084 0,039

Deskriptive Statistik Variable Mittelwert SA Minimum Maximum Selten 0 1 Grün 0 1 Materialismus 0 0,729 -1,98 1,80

Gütemaß Empfehlung Ergebnis Modell 1 R² Keine konkreten Angaben, je näher 1 desto besser 0,02 F-Wert Gemäß F-Tabelle: empirischer Wert > theoretischer

Wert 0,113

Modell 2 R² Keine konkreten Angaben, je näher 1 desto besser 0,04 F-Wert Gemäß F-Tabelle: empirischer Wert > theoretischer

Wert 0,817

Modell 3 R² Keine konkreten Angaben, je näher 1 desto besser 0,142 F-Wert Für nichtlineare Modelle fragwürdig

g literaturverzeichnis - springer978-3-658-11715-3/1.pdf · g literaturverzeichnis ahuvia, aaron c....

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