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Fair Trade, coffee, consumer, France, retail, quantitative analysis, brand loyalty, satisfaction–profit chain,

International audiencePurpose - This article aims to dwell on theoretical, managerial, and empirical knowledge to improve loyalty programme efficiency. Its intention is to try to understand how economic, hedonist, relational, convenience, informational rewards enhance or undermine customers' perceived programme benefits as well as subsequently loyalty according to individual shopping orientations (economical, hedonist, social-relational, apathetic, brand/loyal). Design/methodology/approach - The research uses self-determination theory (SDT) and purchase orientations to classify types of rewards in terms of their effect on perceived programme benefits and loyalty. Scales are developed through exploratory and confirmatory factor analysis. To validate the hypotheses, surveys in two retail chains (grocery/perfumery) are used. Structural equation modelling confirms the research model. Findings - Perceived benefits and loyalty vary according to purchase orientations, in line with the SDT. Intrinsic (extrinsic) rewards motivate customers to act to obtain a benefit within (apart from) the target of their purchase orientation and influences loyalty positively (have low impact on loyalty). Research limitations/implications - Further testing of reward types, in(ex)trinsic motivation, across multiple contexts is necessary for validity enhancement as it remains challenging to categorize purchase orientations and rewards. It is necessary to precisely define the degree of the relationship among an intrinsic purchase orientation and perceived loyalty programmes' benefits as orientations might be multidimensional. Practical implications - Differentiation through tailored rewards is necessary in markets with strong competition to appeal to different segments. Differentiation could be achieved through nonmonetary benefits. The principal role of loyalty programmes should be to identify and segment customers as a means to improve resource allocations. Originality/value - This is one of the pioneer articles in the use of SDT in marketing research. SDT provides a multi-benefit framework which identifies the different (non-) monetary rewards customers may value (in)extrinsically when participating in loyalty programmes. The development of scales which focus on rewards and the impact of purchase orientations on loyalty programmes' perceived benefits is another contributio

<p class="MsoNormal" style="margin: 0in 36.1pt 0pt 0.5in;"><span style="color: black; mso-bidi-font-size: 10.0pt; mso-ansi-language: EN-US;"><span style="font-size: x-small;"><span style="font-family: Times New Roman;">Few European quantitative studies are available concerning the behavior of ethical consumers. Most of the studies regarding Fair Trade (FT) coffee purchases stick to the consumer perceptions and values. Based on 118,252 French transactions made between 2005 and 2007, this study investigates the impact of personality traits, product characteristics and types of promotions on FT coffee purchases. Regarding the French FT market (third biggest market in the world) and the importance of FT coffee within this market (almost 50% of all sales), the understanding of the French FT coffee consumer helps identify some features of the European FT consumer. This paper examines the link between FT coffee purchases and personal characteristics and the timing of purchase. The results demonstrate that the gender and the age are not related to FT coffee purchases. The promotions have no specific impact on FT coffee but can play a significant role in terms of adoption. Moreover, the FT coffee purchases have a specific seasonality and grow with the educational level and the standard of living. </span></span></span></p>

No abstract