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La communication sociétale : entre opportunités et risques d'opportunisme

Author

Listed:
  • Florence Benoît-Moreau

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Fabrice Larceneux

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Béatrice Parguel

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Des voitures réduisant leurs émissions de CO2 aux aliments issus de l'agriculture biologique en passant par une offre de crédits plus responsable, il semble que les arguments sociétaux investissent l'ensemble des messages commerciaux. De telles pratiques de communication sont-elles devenues à ce point indispensables ? Sont-elles toujours bénéfiques ? L'objectif de cet article est de dresser un bilan des stratégies de communication sociétale, d'envisager leurs atouts et d'explorer les risques associés à leur dérive. Cet article rappelle également le débat régulatoire que la généralisation des pratiques de communication sociétale a ouvert au sein du monde de la communication et plus largement de la société civile.

Suggested Citation

  • Florence Benoît-Moreau & Fabrice Larceneux & Béatrice Parguel, 2010. "La communication sociétale : entre opportunités et risques d'opportunisme," Post-Print halshs-00634442, HAL.
    • Handle: RePEc:hal:journl:halshs-00634442
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00634442
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    Cited by:

    1. Marjolaine Bezançon & Denis Guiot & Emmanuelle Le Nagard, 2019. "Le rôle de la contagion physique négative dans l'achat d'un produit d'occasion vendu en ligne," Post-Print halshs-01957512, 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.
    3. Mohamed Akli Achabou & Sihem Dekhili & Linda Prince, 2014. "Proactive CSR: Analytical Hierarchy Process And Empirical Assessment In The French Context," Working Papers 2014-75, Department of Research, Ipag Business School.
    4. repec:ipg:wpaper:2014-075 is not listed on IDEAS

    More about this item

    Keywords

    communication sociétale; greenwasing;

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