L'évaluation des étiquettes carbone par les consommateurs: enjeux et perspectives

Anne-Sophie Binninger and Isabelle Robert
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Anne-Sophie Binninger: RMS - Reims Management School
Isabelle Robert: RMS - Reims Management School

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Abstract: Consumer assessment of carbon labels : challenges and outlook for marketing In recent years, various energy, carbon and environmental labels have appeared that are intended to encourage consumers to be more ecologically responsible. On the basis of a study of three single-criterion carbon labels, carried out on more than 760 French consumers, this article identifies several ways in which they can be made part of the purchasing process: (1) the improvement of the clarity and significance of the information, together with the individual's understanding of it, (2) a very detailed focus on the design of the label. We then make sug- gestions for the development of an ideal label and managerial recommendations to avoid the risk of overexposure or of non-integration into consumer behaviour.

Keywords: Environmental labelling; carbon labelling; sustainable marketing; consumer behaviour; responsible consumption.; étiquetage environnemental; étiquetage carbone; marketing durable; comportement du consommateur; consom- mation responsable. (search for similar items in EconPapers)
Date: 2013-06
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Published in Décisions Marketing, 2013, 70, pp.43-57. ⟨10.7193/DM.070.43.57⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02396362

DOI: 10.7193/DM.070.43.57

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