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Commerce équitable et scepticisme: une typologie des consommateurs

Author

Listed:
  • Jean-Louis Pernin

    (LERASS - Laboratoire d'Etudes et de Recherches Appliquées en Sciences Sociales - UPVM - Université Paul-Valéry - Montpellier 3 - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse)

  • Benoît Petitprêtre

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

Abstract

The aim of this paper is to propose a typology of consumers with regard to fair trade. A survey (n = 825) was performed on the basis of the theory of planned behavior increased by scepticism. The sample is close to the structure of the French population in terms of age and gender. The results show that the scepticism variable takes a significant part of the theoretical model. Largely based on this model, 5 classes of consumers are identified, 3 with high scepticism. Each class of consumer is detailed based on model and so- cio-demographics variables. Managerial actions are pro- posed to stakeholders.

Suggested Citation

  • Jean-Louis Pernin & Benoît Petitprêtre, 2012. "Commerce équitable et scepticisme: une typologie des consommateurs," Post-Print hal-02422622, HAL.
    • Handle: RePEc:hal:journl:hal-02422622
    DOI: 10.7193/DM.066.47.58
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    Citations

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    Cited by:

    1. Jean-Louis Pernin & Didier Tagbata & Andréas Eriksson, 2017. "From attitude to fair product purchasing behaviour: what are the contributions of peripheral attitudes and behaviours? [De l’attitude au comportement d’achat de produits équitables : quels apports ," Post-Print hal-03540156, HAL.
    2. Jean-Louis Pernin & Andréas Eriksson, 2016. "The compared assessment of two fair trade innovations: what contribution of the Perceived Value in co-branding models? [Evaluation comparée de deux innovations dans le commerce équitable : quel app," Post-Print hal-03540166, HAL.

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