Abstract
Because of consumers wake up and discover of the industrial practices, firms had to find a
new strategy to answer to the new consumers‘ wants. To face their increasing want for ethic
marketing and industry, one of the new strategies is consumers‘ empowerment. We decided to
explore the effects of this strategy on consumers of the outdoor market, a market having a strong
like for ethic and using products with a high level of technique. To explore these effects, we
choose to focus on three attitudinal variables (Attitude, Attachment, and Perceived quality) and
one behavioral variable (purchase intention). Author keywords: Empowerment, co-creation, new product development, innovation, alternative marketing
