Entre logique privée et logique collective : mieux cerner l’utilisation de l’information environnementale par le consommateur

Between private and collective logic: toward a better understanding of consumers' use of environmental information To date, the most successful environmental labels mix implicitly private benefits and collective benefits. The efficiency of labeling formats that only gives an evaluation of the environmental impact is uncertain. This article focuses on how consumers evaluate a multi-indicator environmental label. The research is based on 434 face- to-face consumer interviews about the development of an environmental labeling system for restaurants. The findings confirm that consumers attach much more importance to environmental indicators that can be associated with private rather than purely collective benefits. Several implications for environmental labeling development emerge from these results.