Socially Responsible Resistance towards Consumption: Theoretical Legitimation and Implications on Marketing Practices

La résistance « socialement responsable » du consommateur: légitimation théorique et implications pour les pratiques marketing

Mouna Benhallam () and Abdelmajid Amine ()
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Mouna Benhallam: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Abdelmajid Amine: 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: Our research focuses on protest movements towards market system and its devices, having for main motive the social and environmental concerns. This work aims at underlining the existence of the socially responsible resistance (SRR) and therefore its theoretical, managerial and societal interest. By mobilizing an interpretative approach, this research lays the groundwork for a conceptualization of the phenomenon, highlighting a vertical SRR in terms of intensity of deployment (potential, punctual, then regular behaviors), as well as a horizontal SRR in terms of field of manifestations (market-oriented field, non-market-oriented field, then household field). Finally some lessons in terms marketing practices evolution are drawn.

Keywords: Critique du marketing; Formes de résistances; Préoccupations socio-environnementales; Méthode qualitative exploratoire; Marketing alternatif (search for similar items in EconPapers)
Date: 2017-04-27
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Published in Congrès International de l'Association Marocaine du Marketing, Association Marocaine du Marketing, Apr 2017, Tanger, Maroc

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01505791

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