La valorisation du label Fairtrade autour d’un business model durable grâce à la réalité virtuelle: une application au cacao sur le marché du commerce équitable

Mantiaba Coulibaly-Ballet (), Nathalie Maumon () and Didier Bédé ()
Additional contact information
Mantiaba Coulibaly-Ballet: GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur
Nathalie Maumon: LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse, LGTO - Laboratoire de Gestion et des Transitions Organisationnelles - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse
Didier Bédé: LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse, LGTO - Laboratoire de Gestion et des Transitions Organisationnelles - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse

Post-Print from HAL

Abstract: The Fairtrade label is one of the most recognized labels on the fair-trade market. Faced with the multiplicity of labels on this market and the doubts that exist in the minds of consumers about the credibility of labels, our research aims to define an organizational structure, the business model for sustainability, to strengthen the credibility of the Fairtrade label. With a view to creating value for all stakeholders, our work questions the mobilization of a virtual reality tool to create an experience that would improve the perception of the Fairtrade label in the eyes of the consumer. We present our research program that aims to strengthen the credibility of this label in the eyes of the consumer through the use of virtual reality in partnership with the various stakeholders.

Keywords: Fairtrade; Business Model for Sustainability; Virtual Reality; Sustainable Marketing; Business Model durable; Réalité virtuelle; Marketing durable (search for similar items in EconPapers)
Date: 2023-05-10
References: Add references at CitEc
Citations:

Published in 39ème congrès international de l'Association Française de Marketing, Association Française de Marketing, May 2023, Vannes (Bretagne, France), France

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-04214336

Access Statistics for this paper

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