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- Title
Mieux comprendre l'image du consommateur responsable : de la personne idéale aux stéréotypes négatifs.
- Authors
de Lanauze, Gilles Séré; Lallement, Jeanne
- Abstract
As a result of the environmental challenges of the beginning of the 21st century, the responsible consumer is now presented as an "ideal model" and the study of his profile, practices and motivations is a new marketing research trend. Yet, previous studies highlighted numerous contradictions between generally positive attitudes toward responsible consumption and the actual consumers' behaviours. Based on a qualitative approach, this study aims to understand those contradictions through a comprehensive in-depth analysis of 35 interviews. Four stereotypes, namely "fundamentalist", "hermit", "killjoy" and "snob" enlighten the negative perceptions associated with the responsible consumer and are subsequently discussed.
- Publication
Décisions Marketing, 2018, Issue 90, p15
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.090.15.34