"Fed up with messages about ecology!": towards an understanding of consumer contestation of ecological messages

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

Elisa Monnot and Fanny Reniou ()
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Fanny Reniou: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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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.

Keywords: résistance; écologie; scepticisme; consommation responsable; communication environnementale. (search for similar items in EconPapers)
Date: 2013-07-01
Note: View the original document on HAL open archive server: https://hal.science/hal-01123357v1
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Published in Décisions Marketing, 2013, 71, pp.93-109

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01123357

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