Valoriser le commerce responsable par les métaphores conceptuelles. Résultats expérimentaux sur les offres équitables

Julien Bouille, Frédéric Basso and Julien Troiville

Revue française de gestion, 2021, vol. N° 301, issue 8, 93-111

Abstract: This research suggests that the use of conceptual metaphors help to enhance the value of responsible trade. The results of an experiment testing the impact of conceptual metaphors on consumers? attitudes towards fair trade are reported. The result show that certain metaphors influence the perceived societal importance of fair trade and willingness to pay. The findings of this study are discussed at the theoretical and managerial levels for actors in responsible supply chains operating in various marketing contexts.

Date: 2021
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