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How consumers equip their judgment on fair trade? The case of fair trade pilot point sale Artisans du Monde
[Comment les consommateurs équipent-ils leur jugement sur le commerce équitable ? Le cas de la boutique de commerce équitable Artisans du Monde]

Author

Listed:
  • Hajar El Karmouni

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Audrey Bonnemaizon

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Amina Béji-Bécheur

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Le commerce équitable se veut un projet de transformation des pratiques d'échanges commerciaux au niveau international. Les lieux dédiés au commerce équitable offrent-ils des dispositifs marchands permettant cette transformation ? Auquel cas, comment ces dispositifs sont-ils perçus par les clients ? En mobilisant la théorie des jugements équipés et sur la base d'une étude terrain en deux volets (observations et entretiens) de la boutique Artisan du Monde Paris 9, cet article étudie la façon dont les consommateurs équipent leur jugement dans les lieux de vente du commerce équitable et interroge la possibilité d'une orientation client conviviale au service d'un marketing transformatif.

Suggested Citation

  • Hajar El Karmouni & Audrey Bonnemaizon & Amina Béji-Bécheur, 2014. "How consumers equip their judgment on fair trade? The case of fair trade pilot point sale Artisans du Monde [Comment les consommateurs équipent-ils leur jugement sur le commerce équitable ? Le cas ," Post-Print hal-01123732, HAL.
    • Handle: RePEc:hal:journl:hal-01123732
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