Commerce équitable et scepticisme: une typologie des consommateurs

Jean-Louis Pernin () and Benoît Petitprêtre
Additional contact information
Jean-Louis Pernin: LERASS - Laboratoire d'Etudes et de Recherches Appliquées en Sciences Sociales - UPVM - Université Paul-Valéry - Montpellier 3 - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse
Benoît Petitprêtre: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas

Post-Print from HAL

Abstract: The aim of this paper is to propose a typology of consumers with regard to fair trade. A survey (n = 825) was performed on the basis of the theory of planned behavior increased by scepticism. The sample is close to the structure of the French population in terms of age and gender. The results show that the scepticism variable takes a significant part of the theoretical model. Largely based on this model, 5 classes of consumers are identified, 3 with high scepticism. Each class of consumer is detailed based on model and so- cio-demographics variables. Managerial actions are pro- posed to stakeholders.

Keywords: fair trade; consumers; typology; scepticism; theory of planned behavior.; commerce équitable; consommateurs; typolo- gie; scepticisme; théorie du comportement planifié. (search for similar items in EconPapers)
Date: 2012-06
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2012, 66, pp.47-58. ⟨10.7193/DM.066.47.58⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02422622

DOI: 10.7193/DM.066.47.58

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().