How to measure ethical consumption behaviors ?

Jean-François Toti · Jean‐Louis Moulins

28 citations0/0 files storedRIMHE Revue Interdisciplinaire Management Homme(s) & Entreprise

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Environmental Sustainability in Business Ethics in Business and Education Consumer behavior in food and health

Abstract

Il a été démontré que les consommateurs expriment leur éthique dans leurs choix de consommation. Cependant, la définition de cette consommation éthique reste assez floue en marketing du comportement du consommateur et sa mesure n’est pas toujours adaptée. Nous proposons dans cet article de clarifier le concept de comportement de consommation éthique (CCE) en construisant un cadre théorique approprié et en développant un instrument de mesure valide et fiable. Une étude qualitative exploratoire (14 interviews), suivie d’une collecte de données quantitatives (559 participants), permettent d’établir les qualités psychométriques de cette échelle de mesure. Les résultats offrent des perspectives intéressantes quant à la prise en compte de l’éthique des consommateurs, tant au niveau académique que managérial.

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References

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