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L’argument écologique comme justification de la numérisation des contenus. Proposition d’une typologie des consommateurs selon leurs croyances

Author

Listed:
  • Ibtissame Abaidi
  • Leïla Elgaaïed-Gambier

    (THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique)

Abstract

Using ecological arguments to justify the digitalization of written press. A typology of consumers based on their beliefs Based on the observation that professionals are increasingly using ecological arguments to promote the digitali- zation of contents for secondary products (e.g. electronic bills), we investigated the potential opportunity to use the same communication strategy to promote the digitalization of products like digitalized newspapers. First, an exploratory study among 13 respondents enabled to identify respondents' motivations and sources of reluctance to buy digital newspapers. Then a quantitative classification was conducted among 208 interviewees that led to four different profiles of consumers. Practical implications for managers are discussed.

Suggested Citation

  • Ibtissame Abaidi & Leïla Elgaaïed-Gambier, 2015. "L’argument écologique comme justification de la numérisation des contenus. Proposition d’une typologie des consommateurs selon leurs croyances," Post-Print hal-02310374, HAL.
    • Handle: RePEc:hal:journl:hal-02310374
    DOI: 10.7193/DM.078.45.62
    as

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