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« Ras le bol d'entendre parler d'écologie ! » : comprendre la contestation des discours écologiques par les consommateurs

Abstract : Though ecology is seen as a major concern for French consumers, several studies show that it can also be criticized. Indeed some individuals knowingly challenge and even reject ecological messages from firms and authorities. Through different qualitative methodologies this paper identifies the causes and manifestations of the contestation of ecological messages in order to have a better understanding of this phenomenon. It shows the coexistence of a negative evaluation of the messages with negative emotional reactions leading to a state of contestation that may vary from skepticism to resistance. Recommendations for environmental communication campaigns are provided to companies and authorities.
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Submitted on : Wednesday, March 4, 2015 - 8:48:08 PM
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Elisa Monnot, Fanny Reniou. « Ras le bol d'entendre parler d'écologie ! » : comprendre la contestation des discours écologiques par les consommateurs. Décisions Marketing, Association Française du Marketing, 2013, 71, pp.93-109. ⟨hal-01123357⟩

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