How to convey the CSR image of retailers: Signaling of organic and Made In France private labels or delisting of organic private labels Made In France?

Comment véhiculer l'image RSE des distributeurs: signalisation des MDD bio et made in France ou déréférencement des MDD bio non made in France ?

Olga Untilov (), Didier Louis (), Lucie Sirieix and Cindy Lombart ()
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Olga Untilov: Audencia Recherche - Audencia Business School
Didier Louis: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université
Cindy Lombart: Audencia Recherche - Audencia Business School

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Abstract: As an interface between consumers and producers, retailers have a crucial role to play in sustainable development. One of the levers of action is to increase their assortment of products organic and Made In France marketed under their organic private brand. This offer is promoted through point of sale (POS) communication. Thus, two levels of commitment are possible: weak (signage of products that respect these two promises) and strong (delisting of products that do not respect these two promises). An experiment (involving 317 respondents) was conducted in a store laboratory. The results show that the voluntary creation of stock-outs (strong commitment) communicates greater respect for suppliers and has a positive impact on consumer trust and attitude towards the store. The managerial inputs focus on the benefits for the company's CSR image in the long term of these concrete actions that may involve financial losses in the short term.

Keywords: CSR; private label; signage; dereferencing; MDD; signalisation; déréférencement; RSE (search for similar items in EconPapers)
Date: 2023-05-10
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Published in 39ème Congrès international de l'Association Française du Marketing (AFM), Association Française du Marketing (AFM), May 2023, Vannes, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04097800

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