Séré de Lanauze, Gilles <br/><br/>
Understanding the image of the responsible consumer: From the ideal person to negative stereotype 

 -  2018.<br/>							 
<br/><br/> 64 
<br/><br/> 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.