Commerce équitable et scepticisme. Une typologie des consommateurs.
By Pernin and Petitprêtre
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 scepticism. The sample is close to the structure of the French population in terms of age and gender. The results show, firstly, that the scepticism variable takes a significant part of the theoretical model. Largely based on this model 5 classes of consumers are identified 3 of which are characterized by a high scepticism. Each class of consumer is detailed on model and sociodemographics variables. Managerial actions are available to stakeholders.