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 ?

Marie-Christine Lichtlé, Lydiane Nabec, Dominique Roux and Corinne Chevalier
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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

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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.

Keywords: vulnerability.; legitimacy; consumerism; trust; Consumer associations; Associations de consommateurs; Confiance; Légitimité; Vulnérabilité (search for similar items in EconPapers)
Date: 2017-12-04
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Published in Recherche et Applications en Marketing (French Edition), 2017, 33 (1), pp.56 - 77. ⟨10.1177/0767370117738706⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04163100

DOI: 10.1177/0767370117738706

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