« I cracked up…but I’m not proud… »: When the responsible consumer deviates from his personal norms

J'ai craqué…mais je n'en suis pas fier… »: lorsque le consommateur responsable dévie de ses normes personnelles

Sophie Martins (), Stéphanie Montmasson () and Fabien Rogeon ()
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Sophie Martins: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc, USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Stéphanie Montmasson: CERGAM de Toulon - Centre d'Études et de Recherche en Gestion d'Aix-Marseille/Equipe de recherche de Toulon - CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon - IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon - UTLN - Université de Toulon, UTLN - Université de Toulon
Fabien Rogeon: CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université, ULR - La Rochelle Université

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Abstract: Abstract : Mostly considered as an example because of their pro-environmental behaviour, responsible consumers are also called upon to act consciously in disagreement with their perso nal norms. This research provides an understanding of the reasons and circumstances that lead responsible consumers to transgress their personal norms and sheds light on how these consumers manage their behaviour that deviates from their environmental beliefs through coping strategies. After an empirical exploration based on the critical incident technique, this research reveals the influence of emotional, social and situational factors in the development of behaviours that run counter to their personal norms. The various coping strategies implemented by the responsible consumer are then discussed. These are in line with the strategies management and marketing research has pointed out, with the difference that respondents rarely mention guilt.

Keywords: Sustainable consumer; Personal norm; Transgression; Coping; Critical Incidents Technique; Consommateur responsable; Norme Personnelle; Technique des incidents critiques (search for similar items in EconPapers)
Date: 2020-05-07
New Economics Papers: this item is included in nep-env
Note: View the original document on HAL open archive server: https://hal.science/hal-02490178v1
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Published in 36ème congrès international de l'Association Française du Marketing, May 2020, Biarritz, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02490178

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