Who should consumers be angry with to accept government measures limiting their consumption?

Contre qui les consommateurs doivent-ils être en colère pour accepter des mesures gouvernementales limitant leur consommation ?

Yohan Bernard () and Cécile Colin ()
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Yohan Bernard: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE] - UBE - Université Bourgogne Europe
Cécile Colin: AMURE - Aménagement des Usages des Ressources et des Espaces marins et littoraux - Centre de droit et d'économie de la mer - IRD - Institut de Recherche pour le Développement - IFREMER - Institut Français de Recherche pour l'Exploitation de la Mer - UBO - Université de Brest - CNRS - Centre National de la Recherche Scientifique

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Abstract: In response to the challenges posed by climate change, various stakeholders are calling on governments to implement restrictive measures targeting consumption behaviors. These Government measures of constrained sobriety (GMCS) raise the issue of their acceptability among consumers. A segment of the literature suggests that consumers' eco-anger could serve as a lever to enhance acceptability. This research examines this possibility by exploring the different directions that eco-anger can take. A large online survey of a representative sample of the French population (N=541) was carried out. The results show that consumers are more likely to be angry with political leaders and businesses than with their peers. However, it is primarily eco-anger directed toward consumers themselves that is associated with greater acceptability of GMCS, although this acceptability decreases as the severity of the proposed measures increases. Societal implications are drawn from these findings.

Keywords: Eco-anger; Sufficiency; Environmental policy; Climate change; Changement climatique; Politique environnementale; Sobriété; Eco-colère (search for similar items in EconPapers)
Date: 2025-05-14
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Published in 41ème Congrès International de l’Association Française du Marketing, AFM, May 2025, Lille, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05240036

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