Les " écolos " innovants, qui sont-ils vraiment ? Étude exploratoire sur les pratiques écologiques novatrices et leurs déterminants

Leila El Gaaied, Linda Hamdi and Marie Schill, ()
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Leila El Gaaied: 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
Linda Hamdi: 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

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Abstract: An increasing number of green consumers have recently started to adopt innovative environmental behaviors. However, very few academic studies have investigated this new phenomenon. This exploratory research aims at understanding the process underlying the adoption of such behaviors. A qualitative study (N=10) followed by a quantitative study (N=236) show that innovative green behaviors are determined by environmental concern and lead user characteristics. Furthermore, our findings suggest that the lead user construct can be extended to a type of consumption, in this case, environmentally friendly consumption

Keywords: " environmental concern"; " pro-environmental consumption"; " innovative behaviors"; "Lead user"; " préoccupation pour l'environnement"; "consommation écologiquement responsable"; " comportements innovants"; Lead user; préoccupation pour l'environnement; consommation écologiquement responsable; comportements innovants (search for similar items in EconPapers)
Date: 2012-05-09
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Published in 28ème Congrès de l'Association Française du Marketing (AFM), May 2012, Brest, France. pp.23

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00742370

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