Research-Intervention in marketing: The case of the use of nudges in sustainable public policies for Municipal Solid Waste management

Investigación de Mercadeo-intervención: el caso del uso de los “nudges” en políticas públicas sostenibles para la gestión de los residuos domésticos

Aude Mechin-Delabarre () and Nathalie Alexandre-Bourhis
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Aude Mechin-Delabarre: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Nathalie Alexandre-Bourhis: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: This paper studies how research-intervention can constitute a framework adapted to the issues of the current evolution of marketing. Based on the experience of a committed collaboration with a regional government, it deals with the "nudge" concept and its used by a public organization. If we know that the impact of sustainable public policies can be reinforced by using these action levers, questions remain as to the conditions of their implementation. Thanks to the chosen methodology, the contribution of behavioral economics to public marketing are analyzed from an original angle.

Keywords: Recherche-intervention; Économie comportementale; « Nudge »; Marketing; Politiques publiques (search for similar items in EconPapers)
Date: 2020-09-01
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Published in Recherches en sciences de gestion, 2020, 5 (140), pp.231-255. ⟨10.3917/resg.140.0231⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04016242

DOI: 10.3917/resg.140.0231

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