Marques et surprix éthique : l’Eco-score textile, levier pour une consommation responsable ? (notice n° 1647630)
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| fixed length control field | 04641cam a2200385 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260208003322.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Chung Chai Man, Anthony |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Marques et surprix éthique : l’Eco-score textile, levier pour une consommation responsable ? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2025.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 40 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • Objectifs Cet article examine l’influence de l’affichage environnemental (Eco-score) sur la propension des consommateurs à payer un surprix pour des vêtements écologiques. En mobilisant la théorie du signal, la recherche étudie les effets de scores élevés (A et B), intermédiaires (C), défavorables (D et E), ainsi que de l’absence de score. Elle identifie un point de bascule entre les scores B et C et montre que l’absence de score peut être perçue comme un signal négatif. Le rôle médiateur de la culpabilité anticipée et de l’image verte de la marque est également exploré. • Méthodologie Deux études sont menées. Une étude pilote en magasin permet d’identifier les préférences d’étiquetage. Une expérimentation en ligne, réalisée auprès de 277 répondants répartis aléatoirement dans six scénarios (scores A à E et absence de score), teste les effets sur la propension à payer un surprix. • Résultats L’étude pilote révèle une attente d’affichage clair et engageant. L’expérimentation montre que l’absence de score a un effet comparable à un score C ou D sur l’image verte perçue. Seul le score E génère davantage de culpabilité. Les scores A et B augmentent significativement la propension à payer un surprix. • Implications managériales La généralisation de l’affichage environnemental pourrait encourager des pratiques d’achat plus durables. Les marques peuvent améliorer leur image verte et inciter au paiement d’un surprix via un affichage crédible. • Originalité Cette recherche explore un secteur peu étudié et met en évidence les mécanismes psychologiques activés par l’affichage environnemental. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • Research objectives This article examines the influence of environmental labelling (Eco-score) on consumers’ propensity to pay a price premium for eco-friendly clothing. Based on signalling theory, this research analyses the effect of high (A and B), intermediate (C), and low (D and E) Eco-scores, as well as the absence of a score. It highlights a tipping point between scores B and C and explores how the absence of a score may be perceived similarly to a negative signal. The mediating roles of anticipated guilt and the brand’s green image are also investigated. • Methodology Two studies were conducted. A pilot study in two stores of the same fashion brand identified preferred formats of environmental labels. A main experiment was then carried out with 277 respondents randomly assigned to one of six scenarios (scores A to E and no Eco-score) via an online questionnaire. • Results The pilot study revealed a consumer preference for clear and engaging labels. The main study shows that the absence of a score has a similar effect to a C or D score on perceived brand greenness. Only the E score triggers significantly more guilt than the absence of a score. Scores A and B significantly increase propensity to pay a price premium. • Managerial implications These findings suggest that the widespread adoption of environmental labelling could encourage more sustainable consumption practices. The brands could also enhance their green image and stimulate consumers’ propensity to pay a price premium by adopting clear and credible environmental rating systems. • Originality This study explores a sector that is still under-researched and highlights the psychological mechanisms underlying the perception of environmental scores. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | affichage environnemental |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | culpabilité anticipée |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Eco-score |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | image verte |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | stratégie de marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | surprix |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | textile |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | théorie du signal |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | anticipated guilt |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand strategy |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand’s green image |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Eco-score |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | environmental labeling |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | price premium |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | signaling theory |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | textile |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Bellini, Béatrice |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Ben Dahmane Mouelhi, Norchène |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 120 | 4 | 2025-11-21 | p. 153-180 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2025-4-page-153?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2025-4-page-153?lang=fr&redirect-ssocas=7080</a> |
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