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Consommateur responsable : le défaut de séduction

Author

Listed:
  • Gilles Séré De Lanauze

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Jeanne Lallement

    (CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

Abstract

Face aux enjeux environnementaux de ce début du 21ème siècle, le consommateur réponsable, présenté comme le consommateur « idéal » a fait l'objet de nombreuses recherches identifiant son profil, ses pratiques et motivations. Pourtant, dans les faits, on constate de nombreuses contradictions entre les attitudes favorables énoncées et les comportements réels de consommation « réponsable ». Mobilisant une approche interprétative de type métaphorique, cet article vise à comprendre ces contradictions à partir d'une analyse compréhensive des discours de 35 consommateurs. Quatre métaphores principales (le combat, la prison, le fardeau et le troupeau) éclairent les images négatives latentes liées à la consommation réponsable, et sont ensuite discutées.

Suggested Citation

  • Gilles Séré De Lanauze & Jeanne Lallement, 2015. "Consommateur responsable : le défaut de séduction," Post-Print hal-02057341, HAL.
    • Handle: RePEc:hal:journl:hal-02057341
    as

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