Gender-based motives for purchasing fair trade products in France
Résumé
As individuals' values are indicators of their lifestyle, it seems relevant to examine the differences in values between men and women, in relation to their purchasing habits, if we wish to define the categories of products for which this type of marketing can be applied. In this paper we therefore examine the extent to which men and women are driven by different values when purchasing fair-trade products. To that end, we focus on the motives behind their behaviour.