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CONSUMERS PERCEPTIONS OF COMBINED “FAIR TRADE” AND “ORGANIC AGRICULTURE” LABELS ON FOOD PRODUCTS

DANIEL, Maud; SIRIEIX, Lucie and BRICAS, Nicolas (2008) CONSUMERS PERCEPTIONS OF COMBINED “FAIR TRADE” AND “ORGANIC AGRICULTURE” LABELS ON FOOD PRODUCTS. Poster at: Cultivating the Future Based on Science: 2nd Conference of the International Society of Organic Agriculture Research ISOFAR, Modena, Italy, June 18-20, 2008.

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Summary

Responsible, ethical, sustainable, citizen consumptions, those terms refer to new consumption behaviours more and more visible on supermarket shelves, society debates as well as in sociological and marketing research. This study is in the line with previous studies made on ethical consumption in the last ten years. We focused on the question “How do consumers perceive the combined ethical labels and particularly, the accumulation of « organic agriculture » and « fair trade » labels on the same product?” A qualitative survey, combining interviews and focus groups, showed the high diversity of representations and the interactions linked to those two concepts and their combinations for the consumers. If those two labels are used by food chain stakeholders as complementary, they have been differently perceived by consumers: more, some consumers perceived some contradictions between them. We can distinguish six different profiles of consumers on the basis of perceived specific interactions: from the total synergy to the contradiction between “organic agriculture “and “fair trade”.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Poster
Keywords:Ethical labels, fair trade, organic agriculture, consumers’ representations
Subjects: Values, standards and certification > Consumer issues
Research affiliation: France > INRA - Institut National de la Recherche Agronomique
France > CIRAD - Centre de coopération internationale en recherche agronomique pour le développement
International Conferences > 2008: IFOAM OWC: Research Track / ISOFAR > 1.2 Consumers - Product Quality - Farming Practices
Deposited By: Daniel, M.
ID Code:12146
Deposited On:23 Sep 2008
Last Modified:12 Apr 2010 07:36
Document Language:English
Status:Published
Refereed:Peer-reviewed and accepted
Additional Publishing Information:This paper is published in the conference proceedings:
Neuhoff, Daniel; Halberg, Niels; Alfldi, Thomas; Lockeretz, William; Thommen, Andreas; Rasmussen, Ilse A.; Hermansen, John; Vaarst, Mette; Lck, Lorna; Carporali, Fabio; Jensen, Henning Hgh; Migliorini, Paola and Willer, Helga, Eds. (2008) .Cultivating the Future Based on Science. Proceedings of the Second Scientific Conference of the International Society of Organic Agriculture Research (ISOFAR), held at the 16th IFOAM Organic World Congress in Cooperation with the International Federation of Organic Agriculture Movements (IFOAM) and the Consorzio ModenaBio, 18 . 20 June 2008 in Modena, Italy.. International Society of Organic Agriculture Research (ISOFAR), c/o IOL, DE-Bonn, Research Institute of Organic Agriculture FiBL, CH-Frick. http://orgprints.org/13672 and http://orgprints.org/13674

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