L’argument écologique comme justification de la numérisation des contenus. Proposition d’une typologie des consommateurs selon leurs croyances

Ibtissame Abaidi and Leïla Elgaaïed-Gambier
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Leïla Elgaaïed-Gambier: THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique

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Abstract: Using ecological arguments to justify the digitalization of written press. A typology of consumers based on their beliefs Based on the observation that professionals are increasingly using ecological arguments to promote the digitali- zation of contents for secondary products (e.g. electronic bills), we investigated the potential opportunity to use the same communication strategy to promote the digitalization of products like digitalized newspapers. First, an exploratory study among 13 respondents enabled to identify respondents' motivations and sources of reluctance to buy digital newspapers. Then a quantitative classification was conducted among 208 interviewees that led to four different profiles of consumers. Practical implications for managers are discussed.

Keywords: digitalization; dematerialization; environmental concern; cluster analysis; environmental beliefs; numérisation; dématérialisation; préoccupation pour l’environnement; typologie; croyances environ- nementales (search for similar items in EconPapers)
Date: 2015-06-03
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Published in Décisions Marketing, 2015, 78, ⟨10.7193/DM.078.45.62⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02310374

DOI: 10.7193/DM.078.45.62

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