Understanding the image of the responsible consumer: From the ideal person to negative stereotype
Séré de Lanauze, Gilles
Understanding the image of the responsible consumer: From the ideal person to negative stereotype - 2018.
64
As a result of the environmental challenges of the beginning of the twenty-first century, the responsible consumer is now presented as an “ideal model” and the study of their profile, practices, and motivations is a new marketing research trend. Yet previous studies have highlighted numerous contradictions between generally positive attitudes toward responsible consumption and actual consumer behaviors. Based on a qualitative approach, this study aims to understand those contradictions through a comprehensive in-depth analysis of thirty-five interviews. Four stereotypes, namely “fundamentalist,” “hermit,” “killjoy,” and “snob” help us to understand the negative perceptions associated with the responsible consumer that are subsequently discussed.
Understanding the image of the responsible consumer: From the ideal person to negative stereotype - 2018.
64
As a result of the environmental challenges of the beginning of the twenty-first century, the responsible consumer is now presented as an “ideal model” and the study of their profile, practices, and motivations is a new marketing research trend. Yet previous studies have highlighted numerous contradictions between generally positive attitudes toward responsible consumption and actual consumer behaviors. Based on a qualitative approach, this study aims to understand those contradictions through a comprehensive in-depth analysis of thirty-five interviews. Four stereotypes, namely “fundamentalist,” “hermit,” “killjoy,” and “snob” help us to understand the negative perceptions associated with the responsible consumer that are subsequently discussed.
Réseaux sociaux