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The Distributor And Energy Label : Which Levers To Better Guide The Consumer?
[Les Distributeurs Et L’Étiquette Énergétique : Quels Leviers Pour Mieux Guider Le Consommateur ?]

Author

Listed:
  • Ilana Bouhafs

    (LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille)

  • Yasmine Allouat

    (LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille)

  • Nil Ozcaglar-Toulouse

    (LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille)

  • Gaëtan Brisepierre

Abstract

Cette étude exploratoire vise à déterminer le rôle des distributeurs dans la prescription d'équipements électroménagers énergétiquement performants à la veille de l'actualisation de l'étiquette énergétique (A1). La finalité de l'étude est d'identifier les leviers susceptibles d'être actionnés pour améliorer les ventes des appareils performants en énergie et in fine de réduire la consommation énergétique domestique des ménages. Deux études qualitatives ont été déployées pour mener cette recherche, une étude ethnographique de type mystère en magasin physique et en ligne et une étude sociologique par entretiens individuels auprès de professionnels de la distribution. A l'issue de cette recherche, il est apparu que la performance énergétique, et à fortiori l'étiquette énergie, était le plus souvent sous-mobilisée par les enseignes et leur force de vente ce qui ne permet pas au consommateur de faire des arbitrages tout à fait éclairés. À cet effet, une série de recommandations opérationnelles a été proposée aux distributeurs pour mieux guider les consommateurs dans leur choix.

Suggested Citation

  • Ilana Bouhafs & Yasmine Allouat & Nil Ozcaglar-Toulouse & Gaëtan Brisepierre, 2021. "The Distributor And Energy Label : Which Levers To Better Guide The Consumer? [Les Distributeurs Et L’Étiquette Énergétique : Quels Leviers Pour Mieux Guider Le Consommateur ?]," Post-Print hal-04214099, HAL.
  • Handle: RePEc:hal:journl:hal-04214099
    Note: View the original document on HAL open archive server: https://hal.science/hal-04214099
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    References listed on IDEAS

    as
    1. Moncrief, William C. & Marshall, Greg W. & Rudd, John M., 2015. "Social media and related technology: Drivers of change in managing the contemporary sales force," Business Horizons, Elsevier, vol. 58(1), pages 45-55.
    2. Régine Vanheems, 2013. "La distribution à l'heure du multi-canal: une redéfinition du rôle du vendeur," Post-Print hal-02397421, HAL.
    3. Anne-Sophie Binninger & Isabelle Robert & Nacima Ourahmoune, 2014. "Étiquettes environnementales et consommation durable : des relations ambiguës en construction," Post-Print hal-04214086, HAL.
    Full references (including those not matched with items on IDEAS)

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