6533b7d2fe1ef96bd125de99

RESEARCH PRODUCT

LES DETERMINANTS A L'ACHAT DE PRODUITS ISSUS DU COMMERCE EQUITABLE : UNE APPROCHE PAR LES CHAINAGES COGNITIFS

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In this research, we examine the motives underlying fair trade product purchase through two studies using a means-end methodology. Considering the growth of fair trade product consumption and the expansion of its distribution in two different distribution networks, a first exploratory research has been led. It shows that motives and, more particularly, means-end chains underlying fair trade coffee purchase differ depending on the types of retail store chosen (specialized shop vs. Supermarket). Then, fair trade coffee buyers who shop in supermarket have been interviewed in a second study. In the one hand, it permits to define choice criteria, consequences and values underlying this purchase, as well as seven groups of motives and several consumption styles. In the other hand, this purchase appears to be an utilitarian behaviour rather than a symbolic one, and it is led by a fragmentary judgment rather than an emotional one that is why consequences have a more important impact on the fair trade purchase than values underlying this behaviour. Moreover, means-end chains content and structure vary considering contextual variables such as attitudinal, behavioural, demographic and situational variables. Beyond these main results, a new way to collect laddering data has been developed by adding a list of attributes, consequences and values to the paper-and-pencil technique. Several techniques to collect ladders have also been compared and their quantitative analysis by PLS has been improved.