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Essai de modélisation des perceptions de communication d'enseigne en développement durable par leurs acheteurs

Author

Listed:
  • Bonnefont Annie

    (UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse)

  • Lapeyre Alexandre

    (UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse)

Abstract

Can retailers' commitment in sustainable development and their communications on this theme create or strengthen their customers' trust and build customer loyalty to a retailer? This is the main question of this article. After a literature review relating to the subject and a theoretical model draft, results of a research to know how customers perceive Carrefour's advertising campaign (January – March 2004) are presented. They emphasize how difficult it is for a retailer to communicate on this theme without enough known and credible evidence in order to reduce customers' scepticism. Initiating a trusting relationship requires a better visibility of this commitment.

Suggested Citation

  • Bonnefont Annie & Lapeyre Alexandre, 2007. "Essai de modélisation des perceptions de communication d'enseigne en développement durable par leurs acheteurs," Post-Print hal-03824996, HAL.
    • Handle: RePEc:hal:journl:hal-03824996
    DOI: 10.3917/ror.021.0020
    Note: View the original document on HAL open archive server: https://ut3-toulouseinp.hal.science/hal-03824996
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