Le transport durable dans la grande distribution. Quelles perceptions des consommateurs ?

Aurélie Kessous, Anne-Laure Boncori and Gilles Paché

Revue française de gestion, 2015, vol. N° 250, issue 5, 13-30

Abstract: This paper aims at grasping on consumer perceptions related to the adoption of sustainable transport practices by the French large retailing industry. Resorting to 20 semi-structured interviews and the semiotic square method, this research brings to light a classification of four individual perception types (belief; skepticism; utopia; decoy). Besides, it proposes a typology of four distinct consumer profiles (the convinced; the sceptic; the utopist; and the deceived), associated with these perceptions. At last, this paper discusses the strategies offered to the different large retailers to respond to the perceptions and expectations of their consumers. The results outline the importance of deploying a targeted communication, and of aligning sustainable transport practices in accordance with the identified consumer profiles.

Date: 2015
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