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Responsabilité sociétale et image-prix d’une enseigne : compatibilité du point de vue des consommateurs ?

Author

Listed:
  • Blandine Labbé-Pinlon

    (Audencia Recherche - Audencia Business School)

  • Cindy Lombart

    (Audencia Recherche - Audencia Business School)

  • Didier Louis

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

Abstract

The objective of this research is to appreciate, from the consumers' point of view, if a retailer can develop the image of a responsible retailer while mastering its price image. Consequently, an experiment was conducted in a store laboratory to study consumers' perceptions and behaviors in two stores of the same retailer, different in terms of price image (low prices versus average prices) but sharing the same commitments and actions to corporate social responsibility (common to all retailer's stores), notably those relative to their offers of responsible labeled products (organic and ecological) of the store brand. The results indicate that this double strategy seems integrated and accepted by consumers. These, however, remain skeptical about the retailer's CSR commitments and actions.

Suggested Citation

  • Blandine Labbé-Pinlon & Cindy Lombart & Didier Louis, 2013. "Responsabilité sociétale et image-prix d’une enseigne : compatibilité du point de vue des consommateurs ?," Post-Print hal-01109305, HAL.
    • Handle: RePEc:hal:journl:hal-01109305
    DOI: 10.3917/ror.081.0005
    as

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    Citations

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    Cited by:

    1. Anne Joyeau, 2016. "Les stratégies de développement durable de la distribution alimentaire : quelle appropriation par les salariés ?," Post-Print halshs-02444473, HAL.
    2. Louis, Didier & Lombart, Cindy, 2018. "Retailers’ communication on ugly fruits and vegetables: What are consumers’ perceptions?," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 256-271.

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