Vérifier les informations environnementales pour crédibiliser le green reporting et enrayer le green washing

Géraldine Rivière-Giordano ()
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Géraldine Rivière-Giordano: UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques

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Abstract: Environmental reporting audit is supposed to be a vector of the green reporting credibility and of the environmental practices which are promoted by a green marketing dedicated. On the contrary, these new form of audit intend to limit the green washing which creates consumers confusion. Empirical study relies first on a content analysis of the environmental communication of agri-food companies and their distributors and suggests diverse environmental strategies. Then, the results of an association analysis reveal a negative contribution of the environmental reporting audit to the environmental reporting credibility which is partially justified.

Keywords: vérification; indicateur environnemental; responsabilité sociale de l'entreprise; food consumption; social network; nutraceutics; sustainable development; marketing; comportement des consommateurs; consommation alimentaire; réseau social; aliment biologique; produit local; culture; attribut du produit; développement durable (search for similar items in EconPapers)
Date: 2012-09-28
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Published in 8. Journée de l'Association Française de Marketing, Institut National de Recherche Agronomique (INRA). UMR Marchés, Organisations, Institutions et Stratégies d'Acteurs (1110).; Université Montpellier 2 (Sciences et Techniques) (UM2). FRA.; Université de Montpellier (UM). Montpellier, FRA.; Association Française de Marketing (AFM). Paris, FRA.; Montpellier Research in Management (MRM). Montpellier, FRA., Sep 2012, Montpellier, France. 25 p

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