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Legitimacy of consumer associations and perceived vulnerability of their users: Effects on intentions to trust consumerist associations

Author

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  • Marie-Christine Lichtlé

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Lydiane Nabec

    (RITM - Réseaux Innovation Territoires et Mondialisation - UP11 - Université Paris-Sud - Paris 11)

  • Dominique Roux

    (REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne)

  • Corinne Chevalier

    (RITM - Réseaux Innovation Territoires et Mondialisation - UP11 - Université Paris-Sud - Paris 11)

Abstract

The trust that people place in consumer associations to protect their interests in dealing with commercial entities is at the heart of the consumerist mission. It is therefore important to identify the factors underpinning this trust. The results of one qualitative study (51 respondents) and one quantitative study (315 individuals) reveal that intentions to trust a consumer association depend on its recognized degree of cognitive, pragmatic and moral legitimacy. Furthermore, the effect of pragmatic legitimacy on such intentions varies in accordance with the perceived vulnerability of consumers in dealing with commercial entities. However, perceived vulnerability does not moderate the relationship between cognitive and moral legitimacy and intentions to trust consumer associations: it has a direct influence on this response variable.

Suggested Citation

  • Marie-Christine Lichtlé & Lydiane Nabec & Dominique Roux & Corinne Chevalier, 2018. "Legitimacy of consumer associations and perceived vulnerability of their users: Effects on intentions to trust consumerist associations," Post-Print hal-02022174, HAL.
    • Handle: RePEc:hal:journl:hal-02022174
    DOI: 10.1177/2051570718756553
    Note: View the original document on HAL open archive server: https://hal.science/hal-02022174
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    References listed on IDEAS

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