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Resistance to a social innovation: An analytic framework for problems of Fair Trade diffusion

Gurviez, Patricia, Sirieix, Lucie·2013·Recherche et Applications en Marketing (English Edition)
DOI 10.1177/2051570713487479
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Abstract

In this study we propose conceptualizing Fair Trade as a form of social innovation. Our goal is to better understand its failure to gain general acceptance by examining consumer resistance to innovation. Research methods include observation (consumption behavior in a canteen) and face-to-face interviews. Our findings reveal that individual barriers are insufficient to explain resistance to Fair Trade. We discuss the reasons why consumers in our study showed low levels of identification with and appropriation of Fair Trade. We conclude with recommendations for facilitating the adoption of Fair Trade and social innovations.

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Metadata

Authors
Gurviez, P., & Sirieix, L.
Affiliations
  • AgroParisTech, France
  • Montpellier SupAgro, France
Venue
Recherche et Applications en Marketing (English Edition)
Publisher
SAGE Publications
Published
2013-07-09
Volume
28
Issue
2
Pages
25-45
ISSN
2051-5707
DOI
10.1177/2051570713487479
Cited by
10
References
2
Language
en
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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