Les ambiguïtés sémantiques du commerce équitable: micro-mythanalyse des imaginaires de consommation

Philippe Robert-Demontrond ()
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Philippe Robert-Demontrond: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: Beyond the traditional issues of their offer's image and whether consumers have the intention to buy and willingness to pay for products, fair trade organizations now aim to examine the motivations of those consumers and the cognitive representations thereof. This research falls within the framework of the very first academic investigations dealing with this topic, and aims to study the semantic contents of the term "fair trade" by making explicit the various semio-narrative programs associated with it. Therefore, an original method - micro-mythanalysis of discourse - is used, and its results are discussed alongside an exposé of ten different types of narrative.

Keywords: Fair trade; imaginary; socioanthropology; narratology; Commerce équitable; imaginaire; socio-anthropologie; narratologie (search for similar items in EconPapers)
Date: 2011
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Published in Recherche et Applications en Marketing (French Edition), 2011, 26 (4), pp.54-70

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00744380

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