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La cherté de la vie du point de vue du consommateur : Étude exploratoire et proposition d’un modèle de recherche

Author

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  • Gaëlle Pothin

    (IAE - Institut d'Administration des Entreprises - UR - Université de La Réunion)

Abstract

Malgré l'omniprésence de la cherté du coût de la vie tant sur la scène publique, médiatique que politique, ce concept émergent n'a encore fait l'objet d'aucune recherche en Sciences de Gestion à ce jour. Afin d'y remédier, cette communication propose d'explorer la cherté du coût de la vie du point de vue du consommateur afin d'en proposer une première définition, d'en déterminer les origines ainsi que les conséquences sur leur comportement d'achat. Pour ce faire, une étude exploratoire a été menée à travers trois modes de collecte de données : des entretiens semi directifs, une netnographie ainsi que des questionnaires en sortie de supermarché. A la lumière de ces différents terrains, une première définition de ce concept émergent est alors proposée. Issue d'un sentiment de privation relative, la cherté du coût de la vie engendre un sentiment d'injustice que les consommateurs tentent d'atténuer en développant diverses stratégies compensatoires notamment en adoptant un comportement de déconsommation envers les produits les moins impliquants.

Suggested Citation

  • Gaëlle Pothin, 2016. "La cherté de la vie du point de vue du consommateur : Étude exploratoire et proposition d’un modèle de recherche," Post-Print hal-01648755, HAL.
    • Handle: RePEc:hal:journl:hal-01648755
    Note: View the original document on HAL open archive server: https://hal.univ-reunion.fr/hal-01648755
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