Responsabilité sociétale et image-prix d’une enseigne: compatibilité du point de vue des consommateurs ?

Blandine Labbé-Pinlon (blabbe@audencia.com), Cindy Lombart (clombart@audencia.com) and Didier Louis (didier.louis@univ-nantes.fr)
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Blandine Labbé-Pinlon: Audencia Recherche - Audencia Business School
Cindy Lombart: Audencia Recherche - Audencia Business School
Didier Louis: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes

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Abstract: The objective of this research is to appreciate, from the consumers' point of view, if a retailer can develop the image of a responsible retailer while mastering its price image. Consequently, an experiment was conducted in a store laboratory to study consumers' perceptions and behaviors in two stores of the same retailer, different in terms of price image (low prices versus average prices) but sharing the same commitments and actions to corporate social responsibility (common to all retailer's stores), notably those relative to their offers of responsible labeled products (organic and ecological) of the store brand. The results indicate that this double strategy seems integrated and accepted by consumers. These, however, remain skeptical about the retailer's CSR commitments and actions.

Keywords: Labeled products; Retailer; Store brands; CSR; Price image; Corporate social responsibility; Responsabilité sociétale de l’entreprise; RSE; Image-prix; Distributeur; Produits labellisés; Marques de distributeurs; MDD (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (2)

Published in Revue de l'Organisation Responsable, 2013, 8 (1), pp.5-16. ⟨10.3917/ror.081.0005⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01109305

DOI: 10.3917/ror.081.0005

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