Le consommateur face à l'écologie : indifférent, réactant ou sensible ?

Abstract : This research aims to identify the factors that determine pro-environmental behavior, given the emergence of new consumption behaviors, such as resistance, sharing or limitation. A qualitative approach was adopted and 16 interviews were conducted. The content analysis confirms the different steps leading to pro-environmental behavior previously identified in the literature. However, it enriches these researches by proposing several paths leading to the adoption or not of pro-environmental behavior: the indifference, the reactance and the sensitivity. Another research contribution is the importance of the attribution process in adopting ecological behavior and the isolation of three dimensions of this attribution: a me-attribution, an us-attribution and a them-attribution, that should have an influence on consumption behavior. Research avenues are proposed in the conclusion.
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Leyla Jaoued Abassi, Christine Gonzalez. Le consommateur face à l'écologie : indifférent, réactant ou sensible ?. 33ème congrès de l'association française du Marketing, Association Française du Marketing, May 2017, Tours, France. ⟨hal-01513786⟩

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