creators_name: DANIEL, Maud
creators_name: SIRIEIX, Lucie
creators_name: BRICAS, Nicolas
type: conference_item
datestamp: 2008-09-23
lastmod: 2009-08-20 14:37:54
metadata_visibility: show
title: CONSUMERS PERCEPTIONS OF COMBINED “FAIR TRADE” AND “ORGANIC AGRICULTURE” LABELS ON FOOD PRODUCTS
ispublished: pub
subjects: 7consumer
full_text_status: restricted
keywords: Ethical labels, fair trade, organic agriculture, consumers’ representations
abstract: 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”.  
date: 2008
date_type: published
refereed: yes
citation: DANIEL, Maud; SIRIEIX, Lucie and BRICAS, Nicolas (2008) CONSUMERS PERCEPTIONS OF COMBINED “FAIR TRADE” AND “ORGANIC AGRICULTURE” LABELS ON FOOD PRODUCTS. Cultivating the Future Based on Science: 2nd Conference of the International Society of Organic Agriculture Research ISOFAR, Modena, Italy, June 18-20, 2008.
document_url: http://orgprints.org/12146/1/12146.pdf