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Le marketing au service du développement durable : repenser les modèles de consommation

Author

Listed:
  • Sihem Dekhili

    (Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg)

Abstract

Nombreux sont ceux qui voient le marketing et le développement durable comme deux domaines complètement éloignés, voire opposés. Pourtant, le marketing occupe une position privilégiée pour encourager des transformations au niveau de la production et orienter les consommateurs vers des comportements responsables. Dès son origine, le marketing s'est placé comme support d'une relation entre l'entreprise et ses clients, la quête du bien-être appartenant aux fondements mêmes de la discipline. Dans un contexte marqué par des crises et par un scepticisme ambiant, le marketing devrait aujourd'hui, plus que jamais, prouver « sa bonne foi ». Cet ouvrage offre aux praticiens, pouvoirs publics, enseignants et étudiants des illustrations démontrant que disséminer les pratiques durables est bien une question de marketing. Il affirme l'intérêt tout particulier de dépasser le clivage entre les deux notions, mais également celui de s'appuyer sur les outils et cadres d'analyse du marketing pour soutenir un développement durable et renforcer le marché vert.

Suggested Citation

  • Sihem Dekhili, 2021. "Le marketing au service du développement durable : repenser les modèles de consommation," Post-Print hal-04081789, HAL.
    • Handle: RePEc:hal:journl:hal-04081789
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