Support papier vs support digital: Quels enjeux écologiques? proposition d'une typologie des consommateurs selon leurs croyances

I. Abaidi and Leila El Gaaied
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I. Abaidi: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Leila El Gaaied: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: Professionals are increasingly using the pro-environmental argument to promote the digitalization of their products. However, no academic work, to our knowledge, investigated consumer perceptions and beliefs about digital offers from the ecological viewpoint. This research proposes to look into that question and offers a classification of consumers based on their preferences and beliefs about digitalized newspapers. First, an exploratory study among 13 respondents enabled to identify four different profiles. The obtained typology was then validated with a quantitative study conducted among 213 interviewees

Keywords: "Environmental concern"; "pro-environmental behavior"; "digitalization"; " dematerialization"; "cluster analysis"; Préoccupation pour l'environnement; comportement écologique; digitalisation; dématérialisation; typologie; "Préoccupation pour l'environnement"; "comportement écologique"; "digitalisation"; "dématérialisation"; "typologie" (search for similar items in EconPapers)
Date: 2011-05-18
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Published in 27ème Congrès de l'Association Française du Marketing (AFM), May 2011, Bruxelles, Belgique. pp.12152

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00739442

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