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Legitimacy of consumer associations and perceived vulnerability of their users: Effects on intentions to trust consumerist associations
[Légitimité des associations de consommateurs et vulnérabilité perçue de leurs publics : quels effets sur l’intention de confiance envers les acteurs consuméristes ?]

Author

Listed:
  • Marie-Christine Lichtlé

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

  • Lydiane Nabec

    (RITM - Réseaux Innovation Territoires et Mondialisation - Université Paris-Saclay)

  • 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 - Université Paris-Saclay)

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 recognised 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, 2017. "Legitimacy of consumer associations and perceived vulnerability of their users: Effects on intentions to trust consumerist associations [Légitimité des associations de consommateurs et vulnérabilit," Post-Print hal-04163100, HAL.
    • Handle: RePEc:hal:journl:hal-04163100
    DOI: 10.1177/0767370117738706
    as

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