« Un vieux contre un neuf »: une étude des réactions des consommateurs à l'égard des offres de reprise

Valérie Guillard () and Guillaume D. Johnson
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Valérie Guillard: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Guillaume D. Johnson: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article examines consumer reactions to retailers' take-back programs. Originally mandated by environmental regulations, these programs (which allow customers to return old objects) have become fully-fledged promotional tools. They no longer merely focus on "repurchasing" old objects. They now include a vast array of offers, such as discounts on new products (via vouchers) and/or the transfer of the collected objects to charitable organizations. An analysis of 23 interviews confirms and extends existing literature on take-back programs. We show that consumers' reactions depend on i) a comparison between the costs and the benefits attributed to such programs; ii) the retailer's (non-) acknowledgement of the residual value of the items brought back; and iii) a critical analysis of what is offered. Implications for managers of businesses and non-profit organizations are discussed.

Keywords: Take-back; programs (search for similar items in EconPapers)
Date: 2015
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Published in Décisions Marketing, 2015, 78, ⟨10.7193/DM.078.29.44⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01648136

DOI: 10.7193/DM.078.29.44

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