TY  - BOOK
AU  - Séré de Lanauze,Gilles
AU  -  Lallement,Jeanne
TI  - Understanding the image of the responsible consumer: From the ideal person to negative stereotype
PY  - 2018///.
							
N1  - 64
N2  - 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
UR  - https://shs.cairn.info/journal-decisions-marketing-2018-2-page-15?lang=en
ER  -