« I cracked up…but I’m not proud… » : When the responsible consumer deviates from his personal norms[« J'ai craqué…mais je n'en suis pas fier… » : lorsque le consommateur responsable dévie de ses normes personnelles "]

: Mostly considered as an example because of their pro-environmental behaviour, responsible consumers are also called upon to act consciously in disagreement with their perso nal norms. This research provides an understanding of the reasons and circumstances that lead responsible consumers to transgress their personal norms and sheds light on how these consumers manage their behaviour that deviates from their environmental beliefs through coping strategies. After an empirical exploration based on the critical incident technique, this research reveals the influence of emotional, social and situational factors in the development of behaviours that run counter to their personal norms. The various coping strategies implemented by the responsible consumer are then discussed. These are in line with the strategies management and marketing research has pointed out, with the difference that respondents rarely mention guilt.