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Les " écolos " innovants, qui sont-ils vraiment ? Étude exploratoire sur les pratiques écologiques novatrices et leurs déterminants

Author

Listed:
  • Leila El Gaaied

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Linda Hamdi

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Marie Schill,

Abstract

An increasing number of green consumers have recently started to adopt innovative environmental behaviors. However, very few academic studies have investigated this new phenomenon. This exploratory research aims at understanding the process underlying the adoption of such behaviors. A qualitative study (N=10) followed by a quantitative study (N=236) show that innovative green behaviors are determined by environmental concern and lead user characteristics. Furthermore, our findings suggest that the lead user construct can be extended to a type of consumption, in this case, environmentally friendly consumption

Suggested Citation

  • Leila El Gaaied & Linda Hamdi & Marie Schill,, 2012. "Les " écolos " innovants, qui sont-ils vraiment ? Étude exploratoire sur les pratiques écologiques novatrices et leurs déterminants," Post-Print halshs-00742370, HAL.
    • Handle: RePEc:hal:journl:halshs-00742370
    as

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