« 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: "Fed up with messages about ecology!": towards an understanding of consumer contestation of ecological messages 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: skepticism; resistance; ecology; responsible consumption; environmental advertising.; scepticisme; résistance; écologie; consommation responsable; communication environnementale. (search for similar items in EconPapers)
Date: 2013-09
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Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2013, 71, pp.93-109. ⟨10.7193/DM.071.93.109⟩

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Working Paper: "Ras le bol d'entendre parler d'ecologie!": comprendre la contestation des discours ecologiques par les consommateurs (2013)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02386340

DOI: 10.7193/DM.071.93.109

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