While the market for fair trade products has been growing in many countries, this paper examines the French market where fair trade remains marginal but is experiencing growth. Using a modified Theory of Planned Behaviour framework the research examines consumer intention to purchase fair trade grocery products in order to explain the pertinent decision‐making criteria of both consumers of and potential consumers of fair trade. Results reveal that concerned consumers should not be treated as one homogeneous group, rather, the distinct variations in the factors that influence their decision making must be considered when promoting, labelling and distributing fair trade products. Implications for both sustaining and developing the market for fair trade products in the future are highlighted and discussed.

This article introduces the concept of sufficiency, its specific dual nature (voluntary and obligatory), and its collective implications to the literature on sustainability. Sufficiency implies a reorganization of consumption priorities and is introduced by a discussion of consumerism and the dominant social paradigm. Long interviews with sufficient people show the complexity of the construct, which creates semantic oppositions around the notion of having (everything vs. nothing and not nothing vs. not everything). After a semiotic analysis of people’s interpretation of sufficiency, we propose a reflection about the use of macromarketing tools to better enhance and enact sufficiency in a collective way.

Dr. Cherrier's research interests embrace radical changes in consumption lifestyles, social and environmental activism, appropriation and reconfiguration of consumer meanings, symbols, and usage, identity politics, and the role of disposal in identity construction. Dr. Cherrier has published her work in several conference proceedings and in refereed academic journals including the