Marketing for Sustainable Development Rethinking Consumption Models

Foreword xiii
John THØGERSEN

Acknowledgments xvii
Sihem DEKHILI

Introduction xix
Sihem DEKHILI

Chapter 1. Opposing the Market Through Responsible Consumption to Transform It 1
Abdelmajid AMINE and Mouna BENHALLAM

1.1. Introduction 1

1.2. Corporate adjustment strategies in response to the contestation of market logic 2

1.2.1. From an adaptive perspective of uprising recovery by the companies… 2

1.2.2. …to a transformative market logic under pressure from protest movements 4

1.3. Ideological and institutional categories of expressions of contestation 7

1.3.1. Towards a redesign of the dominant ideology of the market system 7

1.3.2. Towards reestablishing a relationship of trust with the consumer 8

1.4. Pragmatic and operational categories of of market contestation 9

1.4.1. Towards a sustainable reconsideration of product offerings 9

1.4.2. Towards a necessary reconfiguration of supply and distribution channels 11

1.5. Conclusion and implications 13

1.6. References 15

Chapter 2. Luxury and Sustainable Development: Companies and the Challenge of Overcoming Consumer Reluctance 19
Mohamed Akli ACHABOU and Sihem DEKHILI

2.1. Introduction 19

2.2. The commitment of the luxury sector to sustainability: an unavoidable but risky strategic choice! 20

2.2.1. From luxury that wastes natural resources to “sustainable luxury” 21

2.2.2. Luxury companies and the challenge of sustainability 23

2.3. The perceived contradiction between luxury and sustainable development: origins and solutions 27

2.3.1. The sources of consumer reluctance towards sustainable luxury offers 27

2.3.2. What solutions are there for better integrating sustainable development into luxury? 30

2.4. Conclusion 32

2.5. References 34

Chapter 3. The Fight Against Food Waste: Approaches and Limits to Consumer-based Actions 37
Guillaume LE BORGNE, Margot DYEN, Géraldine CHABOUD and Maxime SEBBANE

3.1. Introduction 37

3.2. Food chains under tension, food losing value 38

3.2.1. Food chains: the interactions and tensions of actors 39

3.2.2. Giving value back to food? 41

3.3. Consumer responsibility 42

3.3.1. Food standardization: An injunction to downgrade products? The case of fruit and vegetables 43

3.3.2. Combating waste at the consumer level, individualism and accelerated lifestyles: What are the contradictions? 44

3.4. Reducing food waste in mass catering 45

3.4.1. Separate, weigh, and inform: A winning strategy? 46

3.4.2. Towards a collective awareness of sectoral restrictions and the degree of consumer autonomy 47

3.5. Conclusion 50

3.6. References 52

Chapter 4. Food Waste in Family Settings: What are the Challenges, Practices and Potential Solutions? 55
Amélie CLAUZEL, Nathalie GUICHARD and Caroline RICHÉ

4.1. Introduction 55

4.2. The actors in family food waste: everyone is involved! 57

4.2.1. One family, one way of wasting: many families, many ways? 57

4.2.2. Role and perception of the main members of the family on food waste 61

4.3. Multifaceted wastage during family consumption at home 65

4.3.1. Managing shopping: a chronicle of foretold waste 66

4.3.2. Sorting and storing groceries 69

4.3.3. During meals: What about waste at the table? 71

4.3.4. Proposed anti-waste solutions for each stage of consumption 73

4.4. Conclusion: What about the future? 75

4.5. References 77

Chapter 5. The Packaging-free Product Market: A Renewal of Practices 79
Maud DANIEL-CHEVER, Élisa MONNOT, Fanny RENIOU and Lucie SIRIEIX

5.1. Introduction 79

5.2. The characteristics of packaging-free consumption 81

5.2.1. Where does the enthusiasm for packaging-free products come from? 81

5.2.2. Consuming packaging-free products 83

5.2.3. Motivations for and obstacles to packaging-free consumption 84

5.3. Offerings on the packaging-free product market 88

5.3.1. Positioning strategies of packaging-free product suppliers 88

5.3.2. The offering proposed and the range of products 92

5.3.3. The “logistics, distribution and merchandising” triptych for packaging-free products 94

5.3.4. Information support for consumers of packaging-free products 96

5.3.5. Revisiting the role of the seller 98

5.4. Conclusion 100

5.5. References 100

Chapter 6. The Conditions for Effective Social Communication 103
Agnès FRANÇOIS-LECOMPTE and Sylvie FOUTREL

6.1. Introduction 103

6.2. Social communication: a shifting reality 105

6.2.1. To say or not to say? 105

6.2.2. A triptych to be adapted to different situations 107

6.3. How can the credibility of communications be ensured? 108

6.3.1. Communicating using proof 109

6.3.2. Seeking out external guarantees 110

6.3.3. Getting others to talk about you 111

6.3.4. A long-term commitment 112

6.4. How can CSR provide added value to customers? 112

6.4.1. Choosing the adequate themes of communication 112

6.4.2. Translating social engagement into customer benefit 113

6.4.3. Choosing the right tone for communications 115

6.5. Conclusion 118

6.6. References 119

Chapter 7. The Effectiveness of “Provocation” in Environmental Advertising: Beware of “Greenbashing” 121
Sihem DEKHILI and Samer ELHAJJAR

7.1. Introduction 121

7.2. Greenbashing: clarification of a new concept 123

7.2.1. Advertising and contestation 123

7.2.2. Environmental advertising: from greenwashing to provocation 124

7.2.3. Greenbashing: what are the specificities of environmental advertising? 126

7.3. The effects of provocation on the effectiveness of environmental advertising 128

7.3.1. The empirical study: an experiment with consumers 128

7.3.2. Effect of provocation on the effectiveness of environmental advertising: mixed results 130

7.4. Conclusion 132

7.5. References 134

Chapter 8. How Can We Communicate Effectively About Climate Change? 137
Philippe ODOU, Marie SCHILL and Manu NAVARRO

8.1. Introduction 137

8.2. A gap between awareness and behavior 139

8.2.1. Awareness of the threat posed by climate change 139

8.2.2. Psychological obstacles to changing our modes of consumption 140

8.3. How can we communicate about climate change? 142

8.3.1. What kind of communication should be encouraged? 142

8.3.2. Which emotions should be focused on in the fight against climate change? 143

8.4. Mental representations of climate change among children 147

8.4.1. Engagement and representations of children relating to climate change 148

8.4.2. How can we talk to children about climate change? 149

8.5. Conclusion 153

8.6. References 154

Chapter 9. Environmental Regulations and Awareness-raising Campaigns: Promoting Behavioral Change through Government Interventions 157
Leila ELGAAIED-GAMBIER and Laurent BERTRANDIAS

9.1. Introduction 157

9.2. Overview of the environmental intervention tools of public authorities 159

9.2.1. Coercive environmental measures: the most radical approach 159

9.2.2. Ecotaxes and financial incentives: taxation as a dissuasion or an incentive 160

9.2.3. Environmental information, awareness-raising campaigns and persuasion: the crucial role of education 161

9.2.4. Green nudges: using behavioral science to serve environmental public policies 162

9.2.5. Towards an optimal regulatory mix 163

9.3. Improving the effectiveness of pro-environmental public policies: the contribution of marketing 167

9.3.1. Adopting a megamarketing approach to increase the chances of success of pro-environmental measures 167

9.3.2. Identifying competing legitimacies and mapping power structures 168

9.3.3. Understanding the cognitive patterns of individuals 169

9.3.4. Segmenting the “market” to optimize legitimization strategies 171

9.3.5. Establishing legitimization strategies: the crucial role of communication and education 172

9.4. Conclusion 174

9.5. References 176

Chapter 10. The Repairability of Household Appliances: A Selling Point for Utilitarian Products 179
Mickaël DUPRÉ, Patrick GABRIEL and Gaëlle BOULBRY

10.1. Introduction 179

10.2. Repairability: a complex concept 180

10.2.1. Beneficial political incentives 180

10.2.2. Environmental labeling: effects that are difficult to grasp 183

10.2.3. A limited selling point 184

10.3. The effects of a “repairability” label on purchasing behaviors: mixed results 187

10.3.1. The study: an experiment using fictitious e-commerce sites 187

10.3.2. Understanding labelR: a positive valence 188

10.3.3. The effects of the labelR on purchasing decisions: utilitarianism as a moderator 189

10.4. Conclusion 190

10.5. References 193

Chapter 11. The Role of the Fairtrade Label in the Spread of Sustainable Production and Responsible Consumption in West Africa: The Case of Côte d’Ivoire 195
Mantiaba COULIBALY-BALLET

11.1. Introduction 195

11.2. The Fairtrade label: towards sustainable production and responsible consumption 197

11.2.1. The position of the Fairtrade label: the quest for sustainable production 197

11.2.2. Fairtrade and responsible consumption: a label in search of legitimacy among consumers 203

11.3. The application of the Fairtrade label by producer organizations in Côte d’Ivoire: challenges and implications 207

11.3.1. Case study 207

11.3.2. Accompanying actions for producers: a source of sustainability and responsible consumption 208

11.4. Conclusion 213

11.5. References 213

Chapter 12. Mobile Apps and Environmentally Friendly Consumption: Typology, Mechanisms and Limitations 217
Adeline OCHS and Julien SCHMITT

12.1. Introduction 217

12.2. A typology of environmentally friendly mobile apps 218

12.2.1. Environmentally friendly consumption and mobile apps 218

12.2.2. The different stages of the purchase decision-making process of environmentally friendly products 221

12.3. The influence of mobile apps on behavior 228

12.3.1. The cognitive influence of mobile apps 228

12.3.2. The social influence of mobile apps 229

12.3.3. The emotional influence of mobile apps 230

12.4. What are the implications for the different actors in environmentally friendly consumption? 232

12.4.1. At the brand level: (re)learning how to communicate 232

12.4.2. Much needed regulation 234

12.4.3. Taking into account the potential negative effects of mobile apps 234

12.5. Conclusion 235

12.6. References 236

Chapter 13. Digitalization in the Service of Socially Responsible Consumption? Focus on Food Consumption 239
Christine GONZALEZ, Béatrice SIADOU-MARTIN and Jean-Marc FERRANDI

13.1. Introduction 239

13.2. The paradoxes of digitalization and sustainable food 241

13.2.1. What compatibility is there between digitalization and sustainable food? 241

13.2.2. A critical look at consumer responsibilization 244

13.2.3. The environmental impact of digitalization 246

13.3. Digital technology: a powerful tool 248

13.3.1. Successfully bringing about more responsible behaviors 248

13.3.2. A typology of digital tools according to their objectives 251

13.4. Conclusion 256

13.5. References 258

Chapter 14. Augmented Products: The Contribution of Industry 4.0 to Sustainable Consumption 261
Myriam ERTZ, Shouheng SUN, Émilie BOILY, Gautier Georges Yao QUENUM, Kubiat PATRICK, Yassine LAGHRIB, Damien HALLEGATTE, Julien BOUSQUET and Imen LATROUS

14.1. Introduction 261

14.2. Infrastructures and processes 265

14.2.1. Additive manufacturing and shifts in production paradigms 265

14.2.2. The Internet of Things in favor of the automated and remote management of products 269

14.3. Analytical capabilities 272

14.3.1. Big Data: a 360-degree knowledge of the product 272

14.3.2. Artificial intelligence and support for decision-making in managing the life cycle of products 276

14.4. Conclusion 277

14.5. References 282

Conclusion 285
Sihem DEKHILI

List of Authors 291

Index 295

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