Influence of the social and solidarity economy on ethical consumption practices in overseas territories: Theory and application

Objective: This study explores the impact of the social and solidarity economy (SSE) on ethical consumption behaviors in the French overseas territories, with a particular focus on the role of the citizen–consumer. Design/methodology/approach: A multinomial logistic regression model is applied to data collected from 924 participants in French overseas territories, specifically Guyana, Martinique, and Guadeloupe. This approach examines the relationships between awareness of environmental and social issues, the availability of SSE products, and citizen engagement with ethical consumption. Findings: The results reveal that awareness of environmental and social issues is the most significant factor influencing ethical consumption, followed by product availability. In contrast, price has a statistically weak impact. The study highlights that younger generations, especially in Guyana, are more inclined toward ethical consumption, driven by local social dynamics. Originality/value: This study provides new insights into the interaction between SSE and ethical consumption in overseas territories, emphasising the role of local social influence and the importance of communication strategies to promote SSE values. It also suggests theneed for tailored public policies to encourage responsible consumption in these regions.