Résistances des consommateurs à la labellisation sociale: de la critique des modalités à la critique de la logique économique sous-jacente

Philippe Robert-Demontrond () and Anne Joyeau ()
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Philippe Robert-Demontrond: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Anne Joyeau: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: The topic of this communication is the emergence of movements of resistance to Corporate Social Responsibility (CSR). Based on two qualitative empirical studies led between 2006 and 2008, we analyse this phenomenon which appears in reaction to the CSR policies of firms. The study reveals three crisis of legitimacy of CSR. The first one, across the example of the implantation of a quality-label "diversity", is the denunciation of the sincerity of theses practices in firms. The second, based on the analysis of fair trade, holds in the impossibility to consider that ethic values can exist in traditional firms.

Keywords: Résistance; Altermondialisation; labellisation sociale; développement durable; décroissance (search for similar items in EconPapers)
Date: 2010-01
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Published in 9th International Congress Marketing Trends, Jan 2010, Venise, Italie. 20 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00471593

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