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

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

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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 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.

Keywords: consumerism; consumer associations; vulnerability; trust; legitimacy (search for similar items in EconPapers)
Date: 2018-01-11
Note: View the original document on HAL open archive server: https://hal.science/hal-02022174v1
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Published in Recherche et Applications en Marketing (English Edition), 2018, 33 (1), pp.53-72. ⟨10.1177/2051570718756553⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02022174

DOI: 10.1177/2051570718756553

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