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- Title
COMMERCE ÉQUITABLE ET SCEPTICISME.
- Authors
Pernin, Jean-Louis; Petitpretre, Benoît
- 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 socio-demographics variables. Managerial actions are pro- posed to stakeholders.
- Subjects
UNFAIR competition; SKEPTICISM; CONSUMER attitudes; PSYCHOLOGICAL typologies; CONSUMER surveys; STAKEHOLDERS
- Publication
Décisions Marketing, 2012, Issue 66, p47
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.066.47.58