Essai de modélisation des perceptions de communication d'enseigne en développement durable par leurs acheteurs

Bonnefont Annie and Lapeyre Alexandre ()
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Bonnefont Annie: UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse
Lapeyre Alexandre: UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse

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Abstract: Can retailers' commitment in sustainable development and their communications on this theme create or strengthen their customers' trust and build customer loyalty to a retailer? This is the main question of this article. After a literature review relating to the subject and a theoretical model draft, results of a research to know how customers perceive Carrefour's advertising campaign (January – March 2004) are presented. They emphasize how difficult it is for a retailer to communicate on this theme without enough known and credible evidence in order to reduce customers' scepticism. Initiating a trusting relationship requires a better visibility of this commitment.

Keywords: Développement durable; Confiance; Fidélité; Enseigne de la grande distribution (search for similar items in EconPapers)
Date: 2007
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Published in Revue de l'Organisation Responsable, 2007, 2 (1), ⟨10.3917/ror.021.0020⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03824996

DOI: 10.3917/ror.021.0020

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