Apport du concept d'identité à la compréhension du comportement du consommateur responsable : une application à la consommation des produits issus du commerce équitable

Abstract : Focusing on the purchase of fair trade products as an illustration, this thesis studies how current social and environmental concerns about consumption are reviving the topic of meaning in consumption pratices. In a postmodern world characterised by symbolism in consumption and a global ¤crisis of meanings', ethical and ¤responsible' consumption behaviors are studied through their contribution to identity construction processes among consumers who declare themselves to be ¤responsible'. The concept of identity, at the crossroads of several disciplines, is analysed in a broad literature review and through its links to consumption behaviors. Consequently, an original epistemological and methodological process is suggested in order to improve the understanding of ethical consumer behaviors : an interpretative process of 14 narratives from 40 individual interviews, studies using a structural analysis. The individual and comparative results enable us to enter into the details of the meanings that these responsible consumers grant to their consumption and the way the concept of identity can be used. An ethical consumption typology based on the meanings given by the narrators is suggested ; it distinguishes the acts of ¤moral conformity' from the deep critical postures, the latter of which derive either from political essence or a desire for liberation from the consumption ¤system'. This study provides interesting inputs that strenghten the existing theories on consumer behavior and gives better clues to business in the markets of ethical or sustainable products.
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https://tel.archives-ouvertes.fr/tel-00300664
Contributor : Nil Ozcaglar-Toulouse <>
Submitted on : Friday, July 18, 2008 - 4:29:48 PM
Last modification on : Thursday, February 21, 2019 - 9:56:03 AM
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Nil Ozcaglar-Toulouse. Apport du concept d'identité à la compréhension du comportement du consommateur responsable : une application à la consommation des produits issus du commerce équitable. Gestion et management. Université du Droit et de la Santé - Lille II, 2005. Français. ⟨tel-00300664⟩

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