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How to convey the CSR image of retailers: Signaling of organic and Made In France private labels or delisting of organic private labels Made In France?
[Comment véhiculer l'image RSE des distributeurs : signalisation des MDD bio et made in France ou déréférencement des MDD bio non made in France ?]

Author

Listed:
  • Olga Untilov

    (Audencia Recherche - Audencia Business School)

  • Didier Louis

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université)

  • Lucie Sirieix

    (UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement)

  • Cindy Lombart

    (Audencia Recherche - Audencia Business School)

Abstract

As an interface between consumers and producers, retailers have a crucial role to play in sustainable development. One of the levers of action is to increase their assortment of products organic and Made In France marketed under their organic private brand. This offer is promoted through point of sale (POS) communication. Thus, two levels of commitment are possible: weak (signage of products that respect these two promises) and strong (delisting of products that do not respect these two promises). An experiment (involving 317 respondents) was conducted in a store laboratory. The results show that the voluntary creation of stock-outs (strong commitment) communicates greater respect for suppliers and has a positive impact on consumer trust and attitude towards the store. The managerial inputs focus on the benefits for the company's CSR image in the long term of these concrete actions that may involve financial losses in the short term.

Suggested Citation

  • Olga Untilov & Didier Louis & Lucie Sirieix & Cindy Lombart, 2023. "How to convey the CSR image of retailers: Signaling of organic and Made In France private labels or delisting of organic private labels Made In France? [Comment véhiculer l'image RSE des distribute," Post-Print hal-04097800, HAL.
    • Handle: RePEc:hal:journl:hal-04097800
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