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Résistances des consommateurs à la labellisation sociale : de la critique des modalités à la critique de la logique économique sous-jacente

Author

Listed:
  • Philippe Robert-Demontrond

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Anne Joyeau

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

The topic of this communication is the emergence of movements of resistance to Corporate Social Responsibility (CSR). Based on two qualitative empirical studies led between 2006 and 2008, we analyse this phenomenon which appears in reaction to the CSR policies of firms. The study reveals three crisis of legitimacy of CSR. The first one, across the example of the implantation of a quality-label "diversity", is the denunciation of the sincerity of theses practices in firms. The second, based on the analysis of fair trade, holds in the impossibility to consider that ethic values can exist in traditional firms.

Suggested Citation

  • Philippe Robert-Demontrond & Anne Joyeau, 2010. "Résistances des consommateurs à la labellisation sociale : de la critique des modalités à la critique de la logique économique sous-jacente," Post-Print halshs-00471593, HAL.
    • Handle: RePEc:hal:journl:halshs-00471593
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